Jarir bookstore, part of the Jarir Marketing Company is one of the largest listed companies in Saudi Arabia. More than a standard bookstore, it stocks a wide range of products including toys, electrical equipment, toys and mobile phones.
As part of their mobile phone range. Jarir acquired the exclusive rights to sell the Motorola Moto X Force. In a market dominated by Samsung and Apple, Jarir needed a way to promote the X Force as a desirable alternative. To gain traction with a young, digitally connected target market XELEMENT were asked to create an unconventional campaign capable of generating buzz. To persuade potential buyers, it was decided to focus on the phone’s most striking quality. In reviews the X Force has been tested and described as totally indestructible.
Spurning conventional media, XELEMENT turned immediately to the power of online influencers. Signing up some of the most respected online influencers for young Saudis, XELEMENT created playful content demonstrating the impossibility of damaging or breaking the X Force. The campaign kicked off with a stunt video, and used influencers to drive awareness and share thoughts about the XELEMENT Force 10. In addition to this initial campaign, XELEMENT created a brand character called “Exclusive Hero” to sustain long-term engagement on Social Media. Through amusing videos and posts, the character informed customers about new products and promotions, and continually created fresh opportunities for Jarir to engage with a loyal fan base.
For a campaign unsupported by conventional media, the results were staggering. More than million views were recorded on Instagram, 610,000 likes on Instagram, 42,000 views on YouTube and more than 10 million impressions on Twitter. By tapping into the power of online influencers and creating content perfectly tailored for a young, social media audience XELEMENT were able help a brand challenge the dominance of Samsung and Nokia.
610,000
42,000
10+ Million
