Case Study

Rani hits the target with its World Cup campaign

Key results

The opportunity

As official drink sponsor of the Saudi Arabia national football team, Rani () saw the 2018 FIFA World Cup as the perfect opportunity to build brand engagement and boost sales by quenching people’s passion for football.

Capitalising on the global hype, targeted football fans on Twitter with engaging content and real-time updates, putting the brand at the forefront of the World Cup conversation.

The strategy

launched a two-pronged Twitter campaign throughout the course of the World Cup.

Phase one saw them release a series of Promoted Videos showcasing their national team sponsorship. The creative ads introduced fans to a new range of collectable World Cup cans and included clips of the mascot interacting with players, building the brand’s connection with the national team.

In the campaign’s second phase, launched their In-Stream Video Sponsorship of , the Middle East’s first live football show, from . Their creative pre-rolls were displayed before live episodes, highlight clips and branded segments during the tournament.

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Boost brand engagement with Promoted Video.

used Promoted Video as a platform to showcase their official support of the Saudi national team, leading to positive brand associations and kept them at the forefront of the conversation..

Reach the right people with effective targeting.

With real-time keyword targeting, increased the reach and relevancy of its promoted content by serving it directly to the most engaged football fans.

Sponsor content providers to make meaningful connections.

Through In-Stream Sponsorship of quality football content, connected with engaged football fans at key moments during the tournament.

The success

Over the course of the campaign, achieved 37% of all beverage brand mentions on Twitter. Amongst Tweet Engagers, the campaign led to a 22 percentage point increase in brand recall in relation to football and the World Cup, while sponsored pre-rolls generated an 8.2 percentage point increase in purchase consideration.

Rani, one of the leading beverage brands in the Middle East, and as an official sponsor for the Saudi Football team the brand decided to capitalize on this moment during World Cup. As a Saudi brand Twitter is the main stage where all these real time conversation is happening where the brand pushed for an engaging content under the hashtag of

Mohammed Zainy, Senior Brand Manager

Solutions used

Expanding reach

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Creative Canvas

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