Almarai (ALYOUM) / Saudi Arabia / 2026Digital & Tech · Social
Harat ALYOUM.
Almarai's ALYOUM chicken brand built a virtual Ramadan neighbourhood on Snapchat, entered from Snap Map pins and an AR Lens across Riyadh, Jeddah and Dammam.
- Brand
- Almarai (ALYOUM)
- Agency
- Starcom KSA
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
Most Saudis are under 35 and spend hours online, and the neighbourhood gatherings at the heart of Ramadan were fading for them. That mattered to a brand built on families sharing meals.
The idea
With Starcom KSA and Snap, ALYOUM linked Snap Map's Promoted Places to an AR Lens. At landmarks such as KAFD, Diriyah and the Corniche, or near home, users could tap a 3D icon and step into Harat ALYOUM to explore, play and find Ramadan recipes. A weekly content series and Snap ad formats, including Chat Ads, supported it.
Results
- Reach of more than 15 million and over 9 million visitors to the virtual neighbourhood, according to Campaign Middle East
- 207.9 million impressions and AR playtime 1.7 times the benchmark, according to the same report
Case study source: Campaign Middle East Source ↗
