LikeCard, the frontrunner in Saudi Arabia’s digital gift card arena, faced significant mid to long-term challenges that threatened its dominance. Despite being a market leader, the company encountered the following hurdles:

[Summer Slump]

In Saudi Arabia, the summer season typically sees a downturn in economic activities and advertising expenditure. This is attributed to various factors, including people traveling to cooler destinations to avoid the intense heat.

[Customer Price Sensitivity]

The global economic uncertainty has led to a rise in price sensitivity among consumers, including those in Saudi Arabia.

[Price Brand Perception]

Consequently, LikeCard started to be perceived as a pricier option in the market, which could potentially deter cost-conscious customers.

The '60x60' campaign, launched by LikeCard, was a strategic effort to overcome key challenges and reinforce its market presence.

To counter the summer economic slowdown, the campaign featured 60 days of intensive promotion, utilizing over 2500 creative assets, including digital media, in-app advertisements, and influencer collaborations.

Addressing customer price sensitivity, it offered 60 daily unbeatable deals, covering a variety of attractive options to attract a diverse customer base and enhance loyalty. These included exclusive, market-leading offers like unique skins for popular games.

Additionally, to tackle the perception of being an expensive brand, LikeCard introduced a new mascot. This mascot not only improved brand recognition in a competitive environment but also injected humor into the brand’s image, making it more relatable and approachable. The mascot represented 'Monster Deals', symbolizing the excitement and fear of missing out on outstanding offers.

[Data Gathering]

A thorough analysis of the digital behaviors of Gen Z GCC nationals and residents, ensuring a targeted and data-driven strategy.

[Target Audience]

Focused on Gen Z GCC nationals and residents, recognizing their high online engagement and relevance to digital gift card markets.

[Relevance to Platform]

- LikeCard App: Central platform featuring in-app pop-ups, notifications, and banners to showcase daily offers.

- Digital Platforms: Google Ads, YouTube, Instagram, TikTok, and X-Twitter were chosen for their broad reach (15.6M) among Gen Z.

- Emailers: Aimed at 2.7 million warm leads for personalized engagement.

[Approach]

A multi-faceted approach was adopted:

- Influencer partnerships with a one million+ combined following for credibility and word-of-mouth.

- Multi-platform engagement across owned and paid channels, tailored to captivate the digitally-savvy Gen Z audience efficiently.

Implementation

The campaign seamlessly integrated various digital marketing tactics, including the activation of LikeCard app features, targeted digital advertising, an email campaign, and influencer collaborations.

[Timeline]

The campaign unfolded over a strategically chosen timeframe ( Summer 3rd July to 31 August 2023), beginning with a teaser phase on social media and emailers, followed by an intensified launch of digital ads and influencer activities aligned with seasonal consumer trends.

[Placement]

Strategic ad placements were made on Google Ads, YouTube, Instagram, TikTok, and X-Twitter, targeting Gen Z users. The LikeCard app featured in-app pop-ups, banners, and notifications for immediate visibility, while personalized emailers targeted warm leads.

[Scale]

Aiming for a broad impact, the campaign reached an estimated 15.6 million users across digital platforms. Influencer partnerships, with a collective following exceeding one million, significantly amplified the campaign's reach, utilizing a diverse range of creative assets for widespread and consistent visibility.

[Reach]

- The campaign achieved a massive reach with an additional 500k new sessions and a remarkable 50 million video views, significantly broadening LikeCard's audience.

[Engagement]

- Engagement levels soared, evidenced by a 2x increase in the average Click-Through Rate (CTR) compared to previous campaigns.

- A high video completion rate of 78% indicated strong viewer retention and interest.

[Sales]

- A notable 23% year-over-year sales surge demonstrated the campaign's direct impact on revenue.

- This growth led to a 5% increase in market dominance, cementing LikeCard's position in the industry.

[Achievement Against Business Targets]

- The strategy resulted in a 107% boost in app installs year over year, and a 57% increase in year-over-year signups.

- Turning challenges into opportunities, the 60x60 campaign not only helped LikeCard go beyond its role as market leader, but helped reposition itself as the platform for the best 'Monster Deals.'