Neighbouring the Grand Mosque in Makkah, Jabal Omar (@Jabal_Omar_SA) is a development of serviced apartments, hotels, and retail that aims to live up to the sacredness of its setting. @Jabal_Omar_SA 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.
@Jabal_Omar_SA promoted emotional creative using a variety of engaging advertising formats. To ensure mass exposure nationwide, @Jabal_Omar_SA ran a First View with Promoted Trend on the first and last day of Ramadan. This meant that @Jabal_Omar_SA’s video was the first to appear in people’s timelines in Saudi Arabia on those days. Meanwhile, its campaign hashtag #MakkahMoments (#لحظات_مكية_بالأشواق) appeared as a Promoted Trend.
@Jabal_Omar_SA promoted its #MakkahMoments 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.