Al Fursan

The objective

Building brand awareness and consideration for Al Fursan e-store by showcasing rewards beyond travel

Al Fursan is Saudia’s loyalty program, designed to reward, support, and enrich members across their travel journey and everyday life. Members enjoy lifestyle rewards that make their Miles more relevant.

The challenge was to shift perception of AlFursan from an airline-only loyalty program to a travel and lifestyle companion that supports members beyond flights. While many members associate AlFursan primarily with travel benefits, its value extends into everyday moments through lifestyle rewards, partner offers, and the AlFursan e-store. The campaign needed to make this broader value proposition feel clear, relevant, and native to TikTok through authentic, creator-led storytelling.

The solution

Leveraging Creators at Scale and TikTok Creative Exchange to create authentic, TikTok-first content

To build awareness, AlFursan launched a Video Views campaign powered by TikTok's creative solutions, to make its content feel genuinely native to the platform. The campaign went live in two phases:

1) Phase one featured the brand's own assets to build initial awareness.

2) Phase two promoted creator-led content alongside assets produced through TikTok Creative Exchange (TTCX).

To source authentic content, the team submitted a detailed brief through the Creators at Scale tool. With a clear brief and a careful shortlist of creators, they produced three creator videos that felt native to TikTok and resonated with the target audience - each one posted and promoted as part of the campaign. To broaden the variety of content and run the campaign with more than six assets, the team also ran a TikTok Creative Exchange remix project, transforming the existing branded assets into four new videos. These remixes ran in parallel with the creator content, giving the campaign a broader and more diverse creative mix that felt at home on the platform.

The results

Delivered stronger engagement through TikTok’s creative ecosystem

The campaign reached over 11.7 million people on TikTok and generated 39 million impressions in Saudi Arabia, delivering 3 million 6-second video views at an efficient $0.01 CPV - outperforming the benchmark. Results:

• 3x Higher CTR vs standard brand ads

• +28% - 6-second VTR above benchmark

• 1.8x Higher CTR for Creators at Scale content vs. remixed branded content

Beyond performance, the campaign set the foundation for Al Fursan's wider strategy, built around TikTok-first content and creator adoption, as the brand evolves toward an identity increasingly focused on lifestyle.