Case Study: stc achieves 13.9% incremental reach over TV and 50% boost in sustainability association with Snapchat

stc Partners With Snapchat to Effectively Drive Incremental Reach Over TV

stc, the largest mobile operator in Saudi Arabia, worked with agency UM and Snap during its Ramadan 2021 “Give More” corporate and postpaid campaign to understand the incremental value of Snapchat in a cross‑media environment. The challenge was to quantify how Snapchat advertising could extend reach beyond TV, boost awareness for stc postpaid, and strengthen the brand’s association with sustainability.

Snap commissioned Kantar to run an independent cross‑media study and ran Snapchat ads alongside TV and other digital channels. The study found Snapchat drove 10% of overall campaign reach and delivered 13.9% incremental reach over TV, contributed 14% of the campaign’s awareness impact (roughly one‑third of postpaid awareness when combined with TV), and accounted for 50% of the campaign’s impact on associating stc with sustainability.

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