With two-thirds of Saudi Arabia’s population under the age of 35, the power of the country’s youth market cannot be overlooked. Historically, Mobily had targeted its previous LinkedIn campaigns by filters such as age and job title. However, given the wide-ranging appeal of 5G, it decided to take LinkedIn’s advice and target based solely on interests.
Mobily also chose to adopt a full funnel approach, kicking off the campaign with an awareness phase grounded in engaging content. During this phase, Mobily ran a series of high-octane videos on LinkedIn that showcased its 5G technology in action. These videos were targeted at members with an interest in entertainment electronics, video game development, wearable technology, design and visual arts, video games, blogs and blogging, audio-visual production, and on demand videos and streaming.
Next, the most engaged audiences were then retargeted with eye-catching single image ads that introduced the offers and price points available and directed users to the Mobily website.