Case Study: Emirates NBD achieves a 6.4‑point lift in ad recall with Instagram Reels ads

Emirates NBD increased ad recall by 6.4 points by adding Instagram Reels ads as part of its Mother’s Day campaign in the UAE

Emirates NBD, Dubai’s government‑owned bank and one of the largest banking groups in the Middle East, aimed to raise awareness of its Mother’s Day offers and engage mums in the UAE in a fresh, attention‑grabbing way around March 21, 2022.

The bank ran immersive Instagram Reels ads using the trending “Teleportation” effect and a competition that encouraged user‑created videos, paired with a brand‑lift study. Between March 16–29, 2022 the Reels additions drove a 6.4‑point lift in ad recall overall, a 7.5‑point lift among 34–44‑year‑olds, and a 4.6‑point lift in campaign awareness compared with usual ad placements.

Emirates NBD

Moadh Bukhash

Chief Marketing Officer