Safa — Closer to Light 360° Campaign

A one-month integrated campaign for Safa Al-Mokaymen by NHC — unified creative, motion graphics, influencer partnerships, paid social across five platforms, and strategic OOH in the Eastern Province. 32.87M reach, 815K+ clicks, and 10% KPI growth exceeded.

Safa · October 1, 2025

Immersive Zones

Ten worlds. One district.

Activities & Experiences

Integrated digital + OOH for Al-Mokaymen — motion graphics, influencers, and billboards

Dates

1-month integrated campaign

Location

Eastern Province — Qatif & Sihat (+ 3 key Saudi markets)

Partners

In collaboration with

Campaign Impact

Results at scale

Safa · Verified campaign KPIs

Total Reach

Snapchat, TikTok, X, Instagram & Google Ads combined

+10%

KPI Growth

All growth targets exceeded across the integrated campaign

Total Clicks

815,965 clicks from social and paid media

3.18%

Avg CTR

Campaign-wide click-through rate

99.97%

Budget Used

164,949 SAR spent of 165,000 SAR planned

Strategic outcomes

32.87M total reach across Snapchat, TikTok, X, Instagram, and Google Ads — exceeding the 30M impression target
815,965 total clicks at 3.18% average CTR and 0.20 SAR average CPC
10% KPI growth achieved — all campaign targets exceeded with 99.97% budget efficiency (164,949 / 165,000 SAR)
TikTok emerged as engagement leader — 11.32% CTR and 727K clicks at 0.05 SAR CPC
Strategic OOH placements in Qatif and Sihat reinforced the digital push with bold, minimalist billboards
Unified ‘Closer to Light’ creative — three emotional pillars connecting future, wellbeing, and family to Al-Mokaymen

Process

Unified Creative & 360° Strategy

Week 1

Built the ‘Closer to Light’ platform for Safa Al-Mokaymen by NHC — three emotional creative routes (future, wellbeing, children) designed for seamless digital-to-OOH consistency.

• Closer to Light creative system
• 3 key visual routes + copy
• 360° channel architecture

Motion Graphics & Content Production

Week 1-2

Produced vertical and horizontal motion assets promoting Al-Mokaymen from within the Haram boundaries — starting from 299,000 SAR, optimized for social and digital placements.

• Vertical & horizontal video edits
• Platform-native motion graphics
• Al-Mokaymen by NHC messaging

Multi-Platform Paid Social

Month run

Executed across Snapchat (19.6M reach), TikTok (727K clicks, 11.32% CTR), X, Instagram, and Google Ads — with real-time optimization and automated campaign tracking.

• 82 posts/units across 5 platforms
• 165K SAR media plan
• Live campaign dashboard

OOH, Influencers & Optimization

Month run

Deployed strategic billboards in Qatif (Alawjam, Khalij Road) and Sihat (15th Road) while influencer partnerships on Instagram, TikTok, and Snapchat amplified authentic engagement.

• 3 OOH placement markets
• Influencer collaboration program
• +10% KPI growth delivered