Case Study

Jabal Omar engages its audience around Ramadan moments

Key results

The opportunity

Neighbouring the Grand Mosque in Makkah, Jabal Omar () is a development of serviced apartments, hotels, and retail that aims to live up to the sacredness of its setting. realised religion was extremely important for its target audience. To forge a meaningful connection with a target audience likely to be highly focused on their religion, the company ran a Twitter campaign throughout the holy month of Ramadan.

The strategy

promoted emotional creative using a variety of engaging advertising formats. To ensure mass exposure nationwide, ran a First View with Promoted Trend on the first and last day of Ramadan. This meant that ’s video was the first to appear in people’s timelines in Saudi Arabia on those days. Meanwhile, its campaign hashtag () appeared as a Promoted Trend.

promoted its videos three times a week. The brand also used “Like to Remind” for evening prayers: With a simple click or tap of the “Like” heart, people could receive reminders for prayers at Iftar time for the last 10 days of Ramadan. 

Keeping with the celebration, the final message to subscribers was a video wishing them a happy Eid.

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Take your video to the top.

By running Promoted Mastheads at the start and end of Ramadan, ensured it reached the ideal audience for its videos.

Use Like to Remind to make it easy to engage.

By using Twitter’s Like to Remind capability, provided people with a simple and fun way to connect with the brand. It also helped it engage more with its audience.

Connect at the moments that matter.

’s Iftar reminder let the brand connect with people around that special moment when families gather to break their fast and pray, over 10 evenings.

The success

succeeded in engaging a wide audience with its campaign. The drive achieved over 293,000 engagements and the 10.6% engagement rate was more than triple the local benchmark of 3%. The resulting CPE (cost per engagement) of $0.09 beat a benchmark of $0.20-$0.30.

Jabal Omar’s Twitter campaign resulted in uplifting brand awareness and also contributed to positive brand engagement.

Wejdan Habbal (), Brand and Marcoms Director, Jabal Omar Development Company

Solutions used

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