Introduction:
Amidst Ramadan 2021, Al Aseel embarked on a strategic awareness campaign, leveraging its rich heritage and market expertise to reinforce its position as a leading brand in Saudi menswear.
Client Background:
- Owned by the esteemed Al Jedaie Group, Al Aseel has been a cornerstone of Saudi male fashion since 1979. With a diverse portfolio spanning real estate, furniture, automotive, and more, Al Aseel specializes in thobe and underwear manufacturing.
How We Work
Challenge:
Facing stiff competition in both thobe and underwear categories, Al Aseel aimed to combat aggressive marketing efforts from rival brands, particularly during the bustling Ramadan season.
Objectives:
- Establish Al Aseel as the premier menswear brand.
- Increase awareness and drive sales for thobe and underwear categories during Ramadan.
- Navigate intense market competition while maintaining brand integrity.
Strategy:
- Brand Amplification:
- Spotlight Al Aseel’s unique features and heritage to resonate with the Saudi audience.
- Product Showcase:
- Showcase key product features through creative approaches and compelling visuals.
- Leverage Omnichannel Marketing:
- Deploy a comprehensive marketing strategy across outdoor, digital, and social media platforms for maximum reach and impact.
Execution:
- Creative Development:
- Develop creative concepts for thobe and underwear categories, emphasizing product excellence.
- Production:
- Shoot product images and videos with models to bring the campaign vision to life.
- Campaign Deployment:
- Launch the campaign across outdoor billboards in key regions and digital platforms including social media and Google Display Network (GDN).
Results:
- Thobe category witnessed unprecedented demand, with stock depletion within days of campaign launch.
- Significant increase in underwear sales across all levels.
- Al Aseel reclaimed its prominence in consumers’ minds, paving the way for sustained growth.
We Will Be Useful to You
Challenges and Solutions:
Challenge: Competing against a governmental campaign during outdoor advertising.
- Solution: Successfully navigate the challenge through strategic media planning and increased exposure in Riyadh.
Client Testimonial:
“The Al Aseel awareness campaign orchestrated by our partners at add2ad was not only meticulously planned but also delivered remarkable short-term impact and long-term brand rejuvenation. Their strategic approach and creative execution exceeded our expectations.”
Call to Action:
From brand repositioning to tactical campaigns, let add2ad be your partner in achieving 360-degree marketing coverage and driving meaningful results.
As your budget progresses and evolves, continue referring to your SMART objectives. Stay focused and remember your goals – they will always inform what your next step will be!
