Manga Arabia (SRMG) / Saudi ArabiaDigital & Tech · Social
Leading a Manga Revolution.
SRMG launched the Manga Arabia Youth app, Arabic manga magazines rooted in Saudi culture, and beat its download target with social, display and influencer media.
- Brand
- Manga Arabia (SRMG)
- Agency
- UM MENAT
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
Demand for manga was growing among young Saudis, but the app had to win them in a crowded entertainment market. The target was 1.5 million downloads in eight months.
The idea
The app published a series of online manga magazines with stories reflecting Saudi culture. UM MENAT ran a multichannel plan of targeted social and display ads with Arabic creative, influencer partnerships, and data-led segmentation and retargeting, measured through the Adjust platform.
Results
- 1.95 million installs against a 1.5 million target, according to the WARC case summary
- Acquisition costs came in 44% below plan, according to the case summary
Case study source: MMA Smarties (WARC) Source ↗
Awards
- MMA Smarties KSA 2023KSA – Product and / or Service LaunchBronze
Credits
- Media agency
- UM MENAT
- Head of Digital, KSA, UM MENAT
- Nadeem Ibrahim
- MD, KSA, UM MENAT
- Mohammad Mannaa
- Assoc. Digital Director, UM MENAT
- Anshul Jaiswal
- Social Manager, UM MENAT
- Karan Aylawadi
- Programmatic Manager, UM MENAT
- Arpit Agrawal
- Assoc. Social Director, UM MENAT
- Sumedh Gaikwad
