New Murabba is a visionary undertaking to build a new, modern downtown where technology and sustainability seamlessly blend with a profound respect for nature and authenticity. This downtown reflects Saudi culture, identity, and ambition, establishing itself as a pivotal center for Riyadh, the Kingdom, and the world—a vision uniquely imagined, originated, and brought to life by its people. The downtown centers around The Mukaab, an iconic landmark that offers immersive experiences like no other.
Campaign Objective
he vision for this campaign was clear: to build awareness and understanding of the New Murabba brand and its value proposition in key global markets among three clusters of audiences: businesses, residents, and tourists.
The Solution
New Murabba effectively leveraged X to engage directly with a global audience, amplify its reach, and significantly boost engagement. By blending a strong media strategy with X’s campaign capabilities—leveraging targeting details to reach the audience and performance optimization for maximum business impact at an efficient cost, along with X’s creative best practices—the team showcased the story of this modern downtown and its potential, inspiring viewers worldwide to learn more.
Products used
Goal: Reach
Media Types: Video Ads (<15 second videos)
Targeting Methods: Keywords, Custom Audiences, Interests, Language
Geographic Targeting: KSA, GCC, USA, UK, Germany, France, Japan, South Korea, Singapore, India
The Results
The campaign delivered outstanding outcomes, amassing 77 million Video views and achieving a Video completion rate that was 4.4 times higher than the industry standard. New Murabba also achieved a 40% reduction in Cost per view, significantly exceeding the original cost-efficiency targets.
In addition, the campaign drove a threefold increase in Follower growth, while the Video view rate reached an impressive 31%, showcasing exceptional audience engagement and campaign effectiveness.
Our media strategy on X for the first half of 2024 has proven incredibly effective. We have seen a substantial increase in both reach and engagement, resonating deeply with our target markets worldwide. This success aligns perfectly with our 2024 marketing objectives to elevate brand awareness and enhance understanding among our key audience.
