Snap Inc. empowers brands to connect like Snapchatters this Ramadan
Snapping has evolved for brands—by engaging through chat, camera and creators, they can build an authentic presence and drive accelerated ROI.
This Ramadan, Snap has announced that it is enabling brands to engage with audiences in a more immersive way by leveraging the platform's most beloved features, from the camera and chat to its community of creators.
Snapchat sees a surge in engagement during Ramadan, with GCC users opening the app more than 45 times a day in Saudi Arabia. The platform has become a hub for communal shopping, with users actively searching for Ramadan essentials across various categories. Shopping transforms into a social event, and brands have the opportunity to increase awareness, drive consideration and boost conversions. In markets like KSA, Snapchatters view an average of 10bn stories daily during Ramadan and interact with AR lenses over 220m times per day.
To help businesses integrate seamlessly into this dynamic ecosystem, Snapchat has launched Sponsored Snaps , a new ad placement tool that allows brands to engage with users in a way that mirrors natural Snapchat interactions. Introduced first in KSA and the UAE during Ramadan—when connection and reflection take centre stage— Sponsored Snaps enable brands to deliver full-screen vertical video messages directly into Snapchatters' Chat inboxes. These messages maintain Snapchat's user-first design, ensuring a clear distinction from personal chats, and are opt-in, allowing users to view, respond, or engage with embedded calls-to-action at their discretion.
Snapchat is also bringing back the Snap AR Ramadan Mall , which attracted 16m shoppers in 2024. The reimagined virtual shopping experience now blends the charm of traditional GCC marketplaces with modern shopping districts, offering users an interactive and engaging retail journey.
Additionally, Snapchat is introducing HAZAR FAZAR , an AR experience that brings GCC cultural stories to life through branded lenses that are unlocked via riddles and showcase distinctive characters.
Recognising the bond between Snapchatters and their favourite creators, the platform is offering brands multiple ways to collaborate with Snap Stars and influencers during Ramadan. Businesses can leverage creator partnerships through Creator Midrolls , the Creator Collab Studio , or by sponsoring and promoting creator content, ensuring they connect authentically with audiences during this special time.
Hala Zgeib, Head of Luxury MENA at Snap Inc. said: 'Innovation, while staying true to the essence of the platform, has always been at the heart of Snapchat. We empower businesses to connect with our community's inner circle, both online and offline, fostering authentic relationships and driving success across the region. This Ramadan marks an exciting chapter for Snap, as we enable brands to engage more meaningfully with their audience through Snaps, deepen resonance, and celebrate culture with initiatives like the Snap AR Ramadan Mall and HAZAR FAZAR, while also making it easier to collaborate with our creators.'
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Campaign ME
6 days ago
- Campaign ME
The platform updates you need to know from May
Campaign Middle East rounds up the latest platform updates on social media, content and streaming platforms from May. Here are the key highlights: X: Vertical Video Ads now support sales objectives, enabling marketers to drive web conversions with immersive, sound-on creative. New iOS calls to action (CTAs) – shop now, sign up, book – streamline user actions, with Android support on the horizon. This update helps brands capture attention and scale mobile-first campaigns for high-impact results in a competitive digital landscape. Snapchat: Along with Sponsored Snap, advertisers can now use Snapchat Smart Campaign Solutions, a new suite of solutions to deliver AI-powered performance through two main features: smart bidding and smart budget. Smart Bidding: The Smart Bidding strategy allows advertisers to set a target cost-per-action (CPA) that they would like to achieve. This technology automatically adjusts bids and budgets spent on behalf of advertisers to maximise scale. Smart Budget: Smart Budget allows advertisers to automatically shift spend to the highest performing ad sets within a campaign to maximise outcomes while reducing time spent in Ads Manager. LinkedIn: LinkedIn rolled out two powerful new features designed to help professionals navigate today's highly competitive job market. The new Job Match tool allows professionals to quickly assess how their skills and experience align with job postings, helping candidates save time and focus on opportunities where they're a strong fit. To improve transparency in the hiring process, job postings now display real-time status indicators such as 'Actively Reviewing Applicants', 'Typical Response Time: X Weeks', 'No Insights Available', or 'Responses Managed by LinkedIn'. These updates give candidates greater transparency into employer engagement and help them prioritise applications more effectively. Additionally, the 'Promoted' tag has been updated to 'Promoted by Hiree', signalling to job seekers which posts carry the highest priority. Meta: On 7 May, Meta Platforms and EssilorLuxottica launched the Ray-Ban Meta smart glasses in the United Arab Emirates. The collection allows users to take hands-free photos and videos, listen to music discreetly without headphones or earplugs, and translate spoken and signed languages in real time, with access to Meta AI for on-the-go answers. A livestreaming feature enables content creators to broadcast from their own perspective, adding a new layer of relatability and authenticity to content creation. The glasses are supported by a companion app, MetaAI, offering users a seamless way to import, edit and add special effects to content. WhatsApp Business: Effective July 1st, WhatsApp Business will shift from per-conversation to per-message pricing to simplify the structure and better align with industry standards for messaging. Businesses will pay separately for marketing, utility, and authentication messages. Replies within a 24-hour customer service window remain free. Businesses can still reply for free within a 24-hour customer service window, which resets with each user message. During this time, both free-form and utility messages are free to send. Volume-based discounts will be introduced for utility and authentication messages. As message volumes increase, businesses will get lower rates, encouraging growth. Google: Google unveiled a suite of new AI-powered models, products, and features for Gemini and Search at its annual developer event, Google I/O. The updates and new features will offer enhanced AI assistance to users worldwide that is more intelligent, agentic, and personalised. Spotify: Spotify Ads Manager is now accessible through Aleph, giving advertisers and agencies the tools to create impactful, highly targeted campaigns. Spotify recently introduced new ad formats available on Ads Manager, including Canvas and Opt-in Video. These new formats reimagine what ads on Spotify can be and how advertisers can engage with people through sight and sound. Spotify also announced new outcome-based objectives to help advertisers of all sizes create, optimise and measure their Spotify campaigns, including a new App Installs objective and a new Website Traffic Objective. The Ads Manager will allow advertisers to choose goals such as reach, impressions, clicks or video views for highly targeted campaigns.
Campaign ME
7 days ago
- Campaign ME
Secrets of success for international brands in the Middle East
The Middle East has become a hot bed for businesses looking to expand into new markets and tap into a consumer set open to new brands and experiences. A young and vibrant population, riding a wave of positivity, alongside governments with money and intent to invest in building infrastructure and opportunities makes it an exciting market to move into. But as global brands turn their attention to this region they must do so with an awareness of cultural nuances. Their approach to marketing and brand building cannot be a carbon copy of other territories – brands must adapt their messaging, trajectory and ambition. Putting customers at the centre of activity is a golden rule for brands no matter where they operate. And so, applying that tenet to the Middle East means respecting local values and attitudes – and demonstrating that through the brand's storytelling. Beyond advertising There are lessons to be learned from some of the biggest global brands that have successfully moved into the region. Take Nike for example – the global sportswear brand has not only featured athletes from the region in its advertising but also considered them in its product line. Nike's marketing campaigns in the region often feature local athletes and stories, building aspirational narratives that people can easily connect with. But it went one step further with the launch of the Nike Pro Hijab in 2017, catering to Muslim female athletes. This was a major milestone as it anchored the brand with an inclusion message that resonated deeply across the region. It demonstrated a genuine understanding and respect for the local culture and empowered women within it. IKEA has similarly taken a thorough approach to adapting for the local market. The furniture brand can teach us all some things about how to craft a 'glocal' strategy. In particular, cultural sensitivity is a must. While its core product range is consistent across the globe, IKEA still makes subtle but significant adjustments to fulfill local needs. These include larger furniture pieces and tailored options to accommodate bigger living spaces and family gatherings. It also makes sure that the selection of materials can accommodate the region's hot and dry climate. And in a similar way to many luxury brands, IKEA creates specific collections and campaigns for Ramadan and Eid. Adapting products and services to the local customer base and using local talent in advertising are important but if this is as far as it goes the risk is that cultural sensibility is a veneer rather than a strategy. The best practice adopted by some brands it to establish significant bases in the region and become local employers. Pepsi has a long history of success in the Middle East, with high market penetration. This is due to strong local investments in facilities, employing thousands of locals and sourcing within the region. PepsiCo is perceived as a global brand that wants more than just to sell products; it wants to be an integral part of the local economy and therefore, the local community. It has also invested in local R&D centres to tailor its product portfolio to local consumer preferences. Mistakes – some brands have made a few Some brands have come unstuck because they have expanded into the region thinking like westerners. Campaigns must appeal to an audience which admires global brands but is also fiercely proud of its local heritage, culture and values. Public sentiment can quickly shift and with it, loyalty. So, any brand serious about making its mark must monitor public sentiment. Social media is a useful tool here. And interestingly, one of the most successful brands in the Middle East – TikTok – is tapping its largest audience, the youth. TikTok has made huge efforts to connect with local influencers. The platform understood the rise of local trends and the importance of fostering local communities. The introduction of TikTok Shops has been a game-changer, especially in the Gulf's booming e-commerce market. TikTok has shown that it cares and nurtures the creative community in the Gulf. It ran the Creator Hub programme to discover and support new creators. Course correction for brands Entering new regions is not easy and even the most successful of brands can make missteps. When that happens, change. Course correction is not an admission of failure; it's a sign of responsiveness and strategic depth. Coming into the region with an open mindset will go a long way. When brands reposition to better reflect local aspirations, values or lifestyles they are more likely to be welcomed. Whether introducing modest fashion lines, halal food certification or Arabic language packaging, modifying products will help make global brands feel part of the region. Global brands need to be on the ground, employing local people and working with local partners and influencers – and then they will find the right tone of voice and approach. In a region as nuanced as the Middle East, the most successful global brands are those that listen, learn and evolve. By Nancy Villanueva, CEO, Iberia and Middle East, Interbrand
Campaign ME
29-05-2025
- Campaign ME
The new rules of ROI: How MENA marketers can win in a fragmented, data-driven era
The marketing playbook is undergoing a pivotal shift amid evolving economic landscapes, demanding strategic and thoughtful planning from businesses across the region. In MENA, companies are grappling with persistent inflation, currency volatility, and high interest rates, all of which are prompting tighter scrutiny on budget allocation and a sharper focus on return on investment (ROI). Fiscal deficits are widening, with Saudi Arabia projected to reach 2.3 per cent of GDP, while geopolitical tensions and global supply chain disruptions from tariffs and conflicts continue to fuel uncertainty. Still, the region offers compelling opportunities. The GCC continues to outperform the broader MENA region, with the UAE's economy expected to grow 4.8 per cent in 2025, driven largely by non-oil sectors. A regional tourism boom is also underway, Dubai welcomed over 18 million visitors in 2024 and ambitious economic diversification strategies like Saudi Vision 2030 and We the UAE 2031 are helping maintain investor optimism. The ROI reset Media fragmentation is adding complexity to the marketing landscape. With a growing number of online and offline touchpoints, marketers are under pressure to deliver ROI across an increasingly fragmented media environment. Emerging channels like Connected TV (CTV) are gaining traction, with the GCC's CTV sector projected to grow at a compound annual rate of 15 per cent through 2025. Meanwhile, retail media is expected to propel MENA's e-commerce market to $57 billion in 2026, reinforcing the strategic role of marketing in driving business outcomes. This rising pressure from economic headwinds to evolving privacy regulations demands a reset. Brands must rethink how they connect with consumers. I've drawn on Snap's experience supporting brands and agencies across the region to identify three key recommendations to help marketers maximise their return on investments, navigate market volatility and prepare for the slower summer season and the high impact peak periods ahead. Three ways to maximise ROI in a fragmented ecosystem 1. Invest in holistic measurement frameworks A robust, future-facing measurement strategy is the foundation of marketing effectiveness today. As measurement capabilities become more complex, marketers are rediscovering the value of holistic, aggregate approaches like Marketing Mix Modeling (MMM). Rather than over-indexing on short-term or last-click metrics, which no longer reflect the multi-touch, multi-platform reality of consumer behaviour, MMM allows marketers a clearer view of the long-term business impact. According to a recent eMarketer report, while 78 per cent of marketers still use last-click attribution, three in four are moving toward more sophisticated approaches like MMM. These insights highlight how MMM can uncover underappreciated channels and guide smarter budget allocation. The most forward-thinking brands are triangulating multiple measurement tools, combining MMM, incrementality testing, and advanced attribution, to form a more accurate picture of performance. This shift requires agencies and advertisers to rethink their KPIs, embed MMM into their planning cycles, and balance short-term performance tracking with strategic evaluation frameworks. 2. Let algorithms do the heavy lifting Managing campaigns manually across fragmented platforms is no longer sustainable. With consumers spread across countless platforms and formats, it's no longer about micromanaging placements, it's about setting the right objectives and letting platforms' algorithms work in real time. Features like Target Cost Bidding (tCPA) and Campaign Budget Optimisation (CBO) are helping brands automate bidding and budget allocation toward the highest-converting audiences. This approach requires advertisers to define exact KPIs upfront and trust the algorithm to optimise towards them, rather than defaulting to manual campaign adjustments. Brands embracing these strategies have seen tangible success, with tCPA and CBO improving cost per action (CPA) and cost per mille (CPM) performance while maximising conversion volumes. Still, each platform's algorithm behaves differently. Winning marketers tailor their strategy to each channel's unique dynamics rather than copy-pasting best practices. 3. Improve your data signal quality In a privacy-first world, your data inputs are your competitive advantage. The quality of the signals brands send to platforms is now one of the most critical performance levers. Stronger signals, whether via pixel, mobile measurement partners (MMP), or Conversions API (CAPI), enable more accurate targeting, smarter optimisation, and clearer attribution. For web advertisers using the Snap Pixel and integrating the Conversions API, Snapchat data shows a 22 per cent increase in attributed purchases and an 18 per cent improvement in cost per purchase. For iOS app advertisers using an MMP alongside CAPI, there is a 47 per cent increase in attributed installs. This is especially vital as regulations like GDPR and DSA, along with ecosystem shifts such as ATT and cookie deprecation, have strengthened consumer privacy protections and reshaped how data is collected and used. High-quality first-party data is no longer optional; it's essential to performance and future-proofing. In this complex but opportunity-rich landscape, the marketers who succeed will be those who evolve quickly and strategically. By investing in holistic measurement, leaning into algorithmic optimisation, and strengthening their data foundations, brands and agencies can navigate the shifting MENA media ecosystem with clarity and confidence. This trifecta – measurement triangulation, smarter execution, and strong signal quality – will enable marketers to cut through the noise, outperform competitors, and drive meaningful, measurable growth. Those who embrace this shift early will set the pace for performance marketing across MENA's increasingly complex and dynamic landscape. By Rasha ElGhoussaini, Head of Agency, Snap.
