Stars Smile
Stars Smile used Snapchat to stand out during Saudi National Day, launching a multi-format campaign combining a First Snap takeover and AR Lens activation. During a hugely competitive moment in the commercial calendar, it successfully boosted Brand Favorability and Action Intent among consumers.
- Ahmed Abdel Kader, Digital Marketing Manager
Since its launch in 2003, Stars Smile Dental Clinic has amassed a loyal customer base and expanded across the KSA region. Despite its success, it remains committed to high-impact advertising – especially during Saudi National Day.
As one of the most competitive moments for brands in KSA, Stars Smile wanted to cut through the noise, maximize visibility around its seasonal offer and create a particularly memorable brand experience. That’s where Snapchat came in.
To drive attention and engagement, Stars Smile opted for a two-part Snapchat activation using First Snap and a special Kingdom Lenscape activation.
By using First Snap – a single-day, first-impression takeover in Snapchat – Stars Smile positioned itself in front of a mass audience at a key cultural moment. It showcased a model preparing to film a Saudi National Day video with a production team, rehearsing and repeating her lines, ending by highlighting the Saudi National Day offer. The First Snap created immediate, high-impact reach, becoming the first sponsored ad a user saw when opening Chat.
This premium reach was combined with immersive AR engagement through the Kingdom Lenscape. A train was used as a metaphor for Saudi Arabia’s journey, carrying Snapchatters from the desert toward a modern, forward-looking future. The experience was designed to represent progress, unity and national pride, while connecting the Kingdom’s local identity with innovation.
Each train carriage became a branded chapter, creating one shared cultural story rather than a series of disconnected ads. Stars Smile’s was an on-board dental clinic, traveling through the desert. Users could discover the clinic, look around and explore its services, with each of them having a short description in AR.
Stars Smile’s First Snap created immediate attention at scale. Its Kingdom Lenscape turned that attention into participation.
The brand’s multi-format campaign was a clear success, reaching 12.2M Snapchatters in total.
The First Snap gave the clinic’s Saudi National Day promotion instant visibility by reaching 11.8M users, while the AR Lens transformed awareness into interaction, reaching 2.1M users and averaging a 7.55 second playtime.
The Brand Lift Study showed a +5 pp lift in Brand Favorability on the Lens and +7 pp lift in action intent on the Lens – a campaign to truly smile about.
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