Shahid
How Shahid took over TikTok in KSA to celebrate the launch of the 2024/25 Saudi Pro League season by leveraging innovative solutions to generate massive buzz in the market.
The Objective
Shahid aimed to solidify its position as the go-to platform for streaming the 2024/25 Roshn Saudi League, along with other key football competitions in Saudi Arabia.
The goal was to drive strong awareness and association with Shahid’s premium sports content, ultimately capturing the hearts of football fans across the Kingdom.
Football Moves Us
The campaign centered around real Saudi football fans and their unique stories, showcasing the unifying and transformative power of football in the Kingdom. An anthem video celebrated the passion and unity that football inspires nationwide, creating a powerful emotional connection with the audience.
The Solution
The campaign was structured as a mega activation designed to maximize awareness and engagement among Saudi football fans.
Shahid leveraged TikTok’s suite of high-impact ad products to achieve wide-scale exposure and interaction, including:
Top View: The most premium placement, ensuring high visibility with mass reach.
Branded Mission: Encouraging user-generated content to amplify engagement.
Pulse: Delivering contextual relevance by placing ads next to the top 4% of TikTok content.
Top Feed: Securing prime positioning for ads within users’ feeds.
In-feed Ads: Enhancing reach and driving further awareness.
This multi-product approach created a cohesive strategy that resonated with TikTok's football-loving audience. Campaign performance was measured through a Kantar ad effectiveness study.
The Results
TikTok delivered exceptional outcomes for Shahid’s campaign, reinforcing its leadership in sports streaming in KSA:
2X Higher Awareness: The campaign achieved double the awareness level compared to KSA norms, cementing Shahid’s position in the market.
2.8X Higher Message Association: The targeted messaging strongly resonated with the audience, significantly surpassing benchmarks.
2.5X Higher Favorability: The campaign enhanced Shahid’s brand perception, creating a positive association with football content among users.
The combination of Shahid’s compelling creative strategy and TikTok’s impactful ad formats effectively captured the enthusiasm of Saudi football fans, driving awareness and engagement at an unprecedented scale.
Choosing TikTok as our partner for the "Football Moves Us" campaign was a strategic decision that truly paid off. TikTok's vibrant platform did not only allow us to reach a diverse and engaged audience, but it also fostered creativity and community in a way that aligns perfectly with our campaign's objective. The campaign allowed us to engage our audience interactively, encouraging them to share their love and passion for their favorite teams. The partnership has not only amplified our reach but has also fostered a sense of community among football enthusiasts in Saudi Arabia. We are thrilled with the results of this collaboration and look forward to continuing to engage with fans on TikTok throughout the football season.