Snap Inc. and Almarai have partnered to launch a first-of-its-kind Ramadan campaign that blended location-based discovery with immersive augmented reality experiences on Snap Map, reaching millions of users across Saudi Arabia.
The campaign, titled “Harat ALYOUM,” was developed in collaboration with Starcom and aimed to recreate the spirit of traditional neighborhoods during Ramadan through digital storytelling and interactive experiences.
According to the companies, the activation transformed locations across Riyadh, Jeddah and Dammam into gateways to a fictional neighborhood inspired by family, generosity and togetherness. Snapchat users could access the experience through Snap Map and explore an interactive AR environment featuring Ramadan-inspired traditions and recipes.
The campaign integrated Promoted Places with augmented reality in what the companies described as a global first for Snap Map. Key public destinations including KAFD, Diriyah, the Corniche district and major malls were used as access points for the experience.
The initiative generated more than 207.9 million impressions and reached over 15 million people across Saudi Arabia, while attracting more than 9 million visitors to the virtual Harat ALYOUM environment. The campaign also recorded an open rate 73 per cent higher than global benchmarks, according to the companies.
Snap and Almarai said engagement levels within the AR experience were also strong, with playtime reaching 1.7 times higher than benchmark figures.
The activation was further supported by a weekly “Harat ALYOUM” content series, with the first episode crossing 1.5 million views shortly after release.
The campaign used a full-funnel media strategy including Promoted Places, AR Lens, Commercials, Chat Ads and Snap Ads, highlighting how brands are increasingly combining cultural storytelling with platform-native digital experiences during key moments such as Ramadan.
