Men's sophistication means a scarf, and the scarf definitely means Sayyar

Sayyar is a well-known Saudi brand specializing
in men's fashion and sophistication

Men shine with options that resemble them and appeal to them

And because Sayyar means options for all tastes, Sayyar launched a new series of scarves
called Signature L

Which they launched after the success of the Signature O and Signature R series
And here came our turn, and our goal was to enhance the mental image of the Sayyar brand,
and launch the Signature L series

The new series from Sayyar, and simply we sell it .. The ultimate goal was to reach X  in sales
Our initial strategy was to promote the older products and create anticipation and excitement for the new product,
so that we start reminding the audience of the success of previous products from  Signature,
and then we would conduct promotional campaigns for Signature  L  on the launch day,
and we intended to renew the visual designs of the brand on social media
and implement an intensive media campaign on the platforms that achieved the best results previously,
and the timeline was as follows:

Things were going smoothly .. but suddenly we faced a challenge

The original plan included us producing a main video for the campaign (with massive production). But at the last moment, we faced a budget cut and had to significantly reduce production costs.

At this moment, we needed a creative shift .. quick

And because we always keep up with experience, we drew the solution from the challenge itself, and thought about how we could achieve the sales goal with the data we have now.

And we came up with the first solution

We went back to the performance reports and discovered that the static designs of the products were achieving acceptable click-through rates (CTR) throughout the year, and we focused on product images and promoted them intensively and adapted and checked the results continuously.

The promotional results looked good in the beginning, but after a few days the performance started to stabilize, and we saw an opportunity to adapt and change again and said we need to intervene once again

And then we came up with the second solution

This time, we focused on short, concentrated videos. These videos highlight the aesthetic appeal of the product without distracting from the main message—which is to encourage the audience to purchase, as the campaign was primarily sales-focused.

And because we adapt to different platforms, we used a personalized media strategy aimed at shortening the buyer's journey, employing channels such as site-linked videos on Platform X, short clips on YouTube, TikTok videos, and we produced short, light videos that convey the campaign message directly and concisely ..

The numbers and results were strong

This tactical shift led to a 300% increase in engagement compared to static images, with an average click-through rate (CTR) reaching 3%, exceeding market benchmarks by nearly 1.5 times. On platforms like YouTube, there were unprecedented engagement rates reaching 89%, a number we had never seen before.

We studied the changes and adapted, drawing lessons and results from this campaign, the most notable of which were:

Creativity and exceptional execution:  

We kept up with the changes and developed a revised strategy, producing simple yet powerful videos that enhanced the elegance of the product and the brand's image. We carefully chose advertising locations in a way that optimizes audience access to the purchase page, and the video on Platform X that directs to the site was a real turning point, greatly contributing to improving audience engagement and accelerating results.


Outstanding results:  

The campaign exceeded expectations, reaching 1.7 times more in sales by the end of the campaign. We discovered that the integration of media and creative thinking had a multiplied effect on our efficiency, enabling us to contribute to achieving Sayyar's goals.

The final result:

The campaign finally showed us that by employing paid media thoughtfully, supported by data, and integrating it with flexible creative ideas that align with customer requirements, we can enhance impact and efficiency and achieve customer goals and requirements, regardless of the circumstances, and achieve significant results.