Mobily wanted to leverage FIFA World Cup passion among Saudi youth to strengthen brand preference. While other brands simply ran their TV ads online, Mobily adopted a YouTube-first approach. In creating content especially for the channel, Mobily aimed to maximize efficiency by targeting Saudi Arabia only, benefit from the storytelling and creative freedom of long-form videos and connect with the target audience in a cost-efficient way.
THE GOALS
Connect with youth segments in Saudi Arabia
Strengthen brand preference
Capitalize on football passion during FIFA World Cup
THE APPROACH
Commissioned a popular Saudi comedian to film webisodes in Brazil
Adopted a YouTube-first approach in sharing content with fans
Maximized efficiency by targeting Saudi Arabia only
THE RESULTS
Generated 24 million views and over 113 years of watch time
32x increase in YouTube searches for Mobily
81x growth in channel subscribers; Mobily now the global leader among telcos in YouTube subscriber base
