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FMCG Case Studies

Marami Chips in Saudi Arabia

Campaign Objectives

Market Leadership

Position as top snack for Gen Z

Brand Awareness

Increase visibility in target markets

Sales Growth

Drive purchase in key Saudi regions

Strategic Cross-Platform Approach

DV360

Programmatic display and video targeting Premium inventory placements

Snapchat

Custom AR filters and lenses

Youth-focused content strategy

TikTok

Viral challenge creation

Trending sound integration

Geo-Targeting Strategy

Influencer Collaboration

Gaming Community

Partnered with top Saudi gaming influencers. Created authentic product integrations during livestreams.

8 major influencers

15 product placements

TikTok Challenge

Developed viral #MaramiGamingChallenge. Encouraged creative snacking during gameplay.

120K challenge participants

22M challenge views

Creative Content Strategy

Arabic-First Design

All creative assets designed with local cultural relevance

Mobile Optimised

Vertical formats prioritised for on-the-go consumption

Gaming Integration

Visual language borrowed from popular gaming aesthetics

Youth Appeal

Trendy references and humour targeting Gen Z sensibilities

Campaign Performance

6.8M Impressions

Total campaign reach across platforms

1.2M Engagements

Likes, shares, comments and interactions

19% Sales Uplift

Increased product sales in targeted regions

35% Lower CPM

Increased product sales in targeted regions

Key Takeaways & Future Recommendations

Cross-Platform Success

The integrated approach across DV360,

Snapchat and TikTok delivered

exceptional results. Future campaigns

should maintain this ecosystem approach.

Influencer ROI

Gaming influencers generated 5.2% engagement rate. We recommend expanding the influencer programme with longer-term partnerships.

Expansion Opportunity

Based on the 19% sales increase, we should consider extending to secondary Saudi cities and wider GCC markets.

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