Al Aseel Thobe and Underwear
Introduction:
– This Campaign was in Ramadan 2021 (which considered as the Season for Menswear)
Client Background:
- Al Aseel is a brand owned by Al Jedaie Group which was pioneered by Ali Al Jedaie in 1979 – Riyadh, Saudi Arabia.
- They have Real Estate, Menswear, Furniture, Automotive, Technology and Industrial Entities (for more info about Al Jedaie Group please visit their website through the link below):
- In Menswear they have a well-known brand called (Al Aseel).
- Al Aseel brand is specialized in Saudi Male’s clothes.
- Al Aseel products are sold as a wholesale to the dealers, and through their online store:
- Al Aseel has 2 main Categories (Thobe and Underwear).
- In Thobe manufacturing Al Aseel is considered as a market leader and has a very big market share, but in Underwear manufacturing they have many strong competitors.
- Thobe Main Competitors are: Al Daffah – Drosh – Al Safeer, with other Competitors like: Al Shiaka, Lomar and Arwaa
- Underwear Main Competitors are: Cottonil and Drosh, with other Competitors like: Pioneer, Projech, Jil and Proman
How We Work
Challenge:
– The Strong Competitions in their field from fierce competitors are willing to spend a big budget to support their brands
– Ramadan Season with the crowded advertising campaigns from all sorts in the market
Objectives:
– To position Al Aseel as the best brand in Menswear
– To Increase the awareness about Al Aseel Products
– To achieve high sales for the main categories in their strongest season
Optimization Statistics
Strategy:
– To Spread the Word about Al Aseel Brand
– To highlight the key features that Al Aseel Products have
– Benefiting from the heritage that Al Aseel has with the Saudi Audience, and depending on their action when they are reminded
Execution:
– Preparation for Creative Approach for the Thobe and Underwear Categories for Client Approval
– Finalizing the Approved Direction, with Products and Models shooting with Final Artwork
– Preparation for Video Production for each Category for the Social Media
– Publishing the Campaign on all available channels:
* Outdoor Campaign with High Exposure in the Main Regions (Riyadh, Jeddah and Dammam)
* Digital Campaign on all social media and GDN
Results:
– Thobe Category was out of stock after 7-10 days from campaign starting
– High increase in the sales of Underwear on all levels
– Al Aseel Brand Name had a strong comeback to people’s mind, which the brand has benefitted from for a couple of years
We Will Be Useful to You
Challenges and Solutions:
– A governmental campaign happened during the outdoor campaign, and was compensated will on all medium
– Modified Exposure with Location Increasing in Riyadh Media Tools
Client Testimonial:
– A well planned campaign with huge impact on the short term and especially on the long term as well
Call to Action:
– From Brand Repositioning, to any sort of tactical campaigns, add2ad able to help on all levels with 360-degree coverage
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!