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RIYADH: Ending Saudi Arabia’s 35-year ban on cinema theatres is one of the liberalising reforms attributed to Crown Prince Mohammed bin Salman and international cinema brands have been quick to respond to the opportunity.

Case Study

This case study shows how STC, a telecommunications brand, increased its equity in the KSA by launching a nostalgic campaign reminiscent of the '70s in a segment obsessed with marketing speed and fast services.

Case Study

This case study shows how STC, a telecommunications brand, successfully eased pressure from its customer services outlets in the KSA by launching a campaign that migrated its users towards a nocturnal support service app.

Case Study

This case study describes how mobile operator STC used an online show to promote its roaming service to the youth audience in Saudi Arabia.

Case Study

This case study describes how home appliances brand Samsung used an online film to boost sales of its Twin Cooling refrigerators in Saudi Arabia.

Case Study

This case study describes how telecoms brand STC used a TV and digital strategy to become an entertainment provider to appeal to young people in Saudi Arabia.

Case Study

This case study shows how Fanta, the carbonated drinks brand, levelled its brand equity and sales across the Middle East, by creating a gaming platform for teens.

Case Study

This case study describes how pizza brand Domino's used social media and in-store marketing to launch its Do-minis variant to put pizza onto Iftar tables during Ramadan in Saudi Arabia.

Case Study

This case study describes how bookstore chain Jarir used online and print news outlets to reawaken a passion for reading books in Saudi Arabia.

Research Paper

This paper demonstrates the value integrating social listening data with survey data, along with other traditional research methods, using a Health and Wellness case study discussed online in Arabic.

Research Paper

This paper describes how Ferrero, an Italian chocolatier, utilized a hybridized research approach to understand how children's behaviours are impacted during Ramadan in Saudi Arabia.

Research Paper

This paper looks at the rise of person-centric measurement and how to measure media consumption in Saudi Arabia and Turkey, given the disruption of emergent digital platforms.

Research Paper

This paper explores how Etihad Airways, a UAE airline, looked at digital adoption in the Middle East and how it will change understandings of consumers.

Research Paper

This paper explores how PepsiCo, a food and beverage company, used a comparative assessment between multiple markets to measure the impact of the current economic situation on consumers in Egypt, Tunisia and Saudi Arabia.

Case Study

This case study demonstrates how Hilton, an American hospitality group, drove digital direct bookings across the UK, Germany, UAE and Saudi Arabia with the help of a multi-platform, cross-market campaign.

Case Study

This case study describes how Oreo, a sandwich cookie from the United States, orchestrated a global integrated marketing campaign with regional variations, drove record-breaking cookie sales and built equity for the brand.

Case Study

This case study highlights a social media-focused campaign that challenged negative cultural prejudices against Nesquik, a breakfast cereal brand, among parents of children in Saudi Arabia.

Case Study

This case study explains how media company Sky News Arabia created live interactive news broadcasts to be shown in cinemas to engage with and increase viewer numbers in the Middle East.

Case Study

This case study describes how Lifebuoy, the soap brand owned by Unilever, created a campaign in India to save children's lives through raising awareness of the need for handwashing with soap.

Case Study

This case study describes how pharmaceutical brand Lifescan created a new diabetes management system and complete education curriculum for diabetics and their caregivers in Kingdom of Saudi Arabia (KSA) to increase sales of its products.

News

RIYADH: Internet usage and social networking rates are already high in Saudi Arabia, but new analysis has identified a growing demographic segment which behaves in a significantly different manner from the average Saudi adult.

Case Study

This case study describes how NCB, a commercial bank in Saudi Arabia, avoided getting stuck in a competitive price war by appealing to consumers with an emotional campaign.

Case Study

This case study describes how Coca-Cola, the beverage company, marketed Sprite in Saudi Arabia with a digital campaign targeting teens.

Case Study

This campaign for Lifebuoy Handwash was conducted across 12 markets in 2010 including most significantly India, Saudi Arabia, Pakistan and Argentina.

Case Study

This case shows how Goody peanut butter, Saudi Arabia's market leader with a 63% share, generated further sales growth by increasing overall consumption of peanut butter.