Almarai achieves 15m+ reach, attracts 9m+ visitors with immersive AR experiences on Snap Map

In a significant shift for digital marketing in the Middle East, Almarai and Snap Inc. Have concluded a landmark Ramadan activation titled “Harat ALYOUM.” By merging physical location data with augmented reality (AR) technology, the collaboration successfully bridged the gap between traditional cultural values and modern digital discovery.

The campaign utilized Snap Map and Promoted Places to transform everyday urban environments in Riyadh, Jeddah and Dammam into an interactive, fictional neighborhood. This activation moved beyond simple digital advertising, creating a virtual space that users could access from both high-traffic hubs like Diriyah and KAFD, and their own local neighborhoods.

The Significance of Immersive Engagement

The results of the initiative suggest a new standard for brand interaction during culturally significant periods. The campaign secured more than 207.9 million impressions and drew over 9 million visitors into the virtual Harat. Most notably, the activation achieved an open rate 73 percent higher than global benchmarks, indicating that users were highly receptive to the blend of storytelling and location-based technology.

Beyond reach, the depth of interaction proved substantial. Playtime within the AR environment reached 1.7 times higher than established benchmarks. This suggests that when brands align digital experiences with local cultural insights—in this case, the focus on generosity and togetherness during Ramadan—audiences are more inclined to sustain engagement with branded content.

AlMarai Campaign The Milk Motto

Did You Know? The Harat ALYOUM activation was supported by a full-funnel media approach, integrating diverse tools such as Chat Ads, Commercials, Snap Ads, and a weekly content series, the first episode of which surpassed 1.5 million views.

Expert Insight: Samantha Carter notes that the success of this campaign highlights a pivotal trade-off in modern advertising: the shift from broad-reach digital impressions to hyper-local, experience-driven engagement. By grounding a global platform in the specific cultural nuances of a neighborhood, brands may effectively transform passive viewers into active participants, signaling a potential long-term trend in how FMCG companies navigate the digital landscape.

Future Implications for Digital Discovery

Looking ahead, the success of this “first-of-its-kind” execution may influence how other major brands approach location-based marketing. The seamless transition from map exploration to interactive AR environments serves as a blueprint for future campaigns that aim to combine physical presence with digital storytelling.

we will see more brands adopting this “full-funnel” integration to maintain audience attention in increasingly crowded digital spaces. As location-based discovery tools continue to evolve, the ability to make a brand feel present in a consumer’s immediate vicinity—regardless of whether they are in a major cultural hub or a residential area—could become a primary objective for global marketing strategies.

Frequently Asked Questions

What was the primary goal of the Harat ALYOUM activation?
The campaign aimed to reconnect people with the spirit of the neighborhood during Ramadan by blending location-based discovery with immersive AR storytelling.

How did users access the AR experience?
Snapchatters could access the experience via the Snap Map, which featured a custom 3D neighborhood icon, allowing them to transition into a dedicated AR Lens from both high-traffic cultural hubs and everyday locations.

What metrics indicated the success of the campaign?
The activation reached over 15 million people, generated 207.9 million impressions, and achieved an open rate 73 percent higher than global benchmarks, with playtime 1.7 times higher than industry standards.

How might the integration of augmented reality into daily map navigation change the way consumers interact with their own local communities?