Saudi Arabia stands at a fascinating crossroads – rapid modernization, a young and digitally connected population, ambitious national goals under Vision 2030, growing tourism, liberalizing social norms, and strong regional influence. For marketers, it offers both tremendous opportunity and notable complexity: what resonates here often depends deeply on culture, identity, religious values, government policy, digital infrastructure, and generational shifts.
When marketing in Saudi Arabia done well, it is not a matter of copying western digital marketing practices or mass media playbooks and hoping for the best. The successes are those campaigns and brands that deeply understand Saudi culture, mix tradition and modernity, leverage the digital savviness of younger generations, respect religious and social norms, and align with national priorities (social, cultural, economic). Below are several examples of marketing campaigns in Saudi done well, followed by what we can learn, and what the future might hold.
Examples of Successful Marketing in Saudi Arabia
Here are specific case studies, campaigns, and national initiatives that illustrate excellence inmarketing in Saudi Arabia.
1. Saudi Seasons & “Unbox Saudi” by Saudi Tourism Authority
One of the clearest examples of marketing done well at a national scale is the SaudiSeasons initiative, including the “Unbox Saudi” campaign.
- What it was: Showcasing the tourism, heritage, natural scenery, festivals, and regional diversity of Saudi Arabia, via immersive digital and social content, influencer partnerships, high-quality visuals, and hashtag campaigns.
- Why it worked:
- Cultural authenticity + aspirational storytelling: It balanced “pride of place” with surprise — many Saudis and outsiders had limited exposure to some inland or remote natural beauty, heritage sites, etc. The visuals, stories, and narratives tapped into both local pride and curiosity.
- Influencers & content local + international: Involving local Saudi influencers and international ones lends credibility and reach. It also helps break stereotypes and shift external perceptions.
- Digital-first approach: Using Instagram, YouTube, Twitter, etc., storytelling formats, immersive video and imagery. Strong visuals + video perform well given social consumption habits.
- Outcomes:Increased international tourism attention, stronger domestic travel engagement, improved brand image for Saudi as an experiential destination, and aligning with Vision 2030’s goals for tourism development.
2. STC’s Digital Transformation & Beyond Connectivity / 5G Campaigns
Saudi Telecom Company (STC) is another brand that’s done marketing well, particularly inrepositioning itself beyond traditional telecom services.
- What they did:
- STC’s “Beyond Connectivity” rebranding emphasized its role in cloud services, cybersecurity, IoT, etc., not just basic mobile or fixed-line telephony.
- The “Unveil the Future” (or similarly themed) 5G promotion campaign made heavy use of immersive content (VR, interactive posts), targeting younger tech-aware demographics.
- Across campaigns, STC combined TV, outdoor, and digital media with influencer marketing and storytelling that showed how “digital life” is changing in SaudiArabia.
- Why it worked:
- Relevance to audience’s aspirations: Many Saudis view connectivity, speed, and tech as key to modern life—it’s aspirational. So showcasing 5G, digital solutions, or smart services taps into that.
- Tangible benefits + experience: It’s not just hype; STC showed “what 5G enables” (faster streaming, better connectivity, etc.) rather than just saying “we have 5G”.
- Blending traditional & digital: They didn’t abandon TV or outdoor; they used it along with digital/social so as to reach across demographics.
- Outcomes: Strengthened brand perception (STC seen as tech innovator, not just telco), better uptake of digital services, higher engagement on digital platforms, possibly more customers moving to upgraded/5G-enabled plans.
3. Almarai: Emotional Storytelling and Heritage
Almarai, the giant dairy and food brand, has done multiple campaigns that exemplify marketing done well in Saudi Arabia, especially in using emotional appeal, combining tradition and quality, and creating trust.
- What they did:
- Campaigns like “Pure Love for Dairy” that emphasize freshness, quality, heritage, family values, rural-to-table process.
- Use of nostalgia, intergenerational messaging: how parents, grandparents, children have always trusted Almarai; the brand as part of Saudi family life.
- Why it worked:
- Trust and quality are central in food; Saudis are increasingly quality-conscious. Transparency about production, supply chains, or freshness builds trust.
- Family and tradition are powerful anchors: Saudis often blend modern life with deep respect for heritage and family. When a brand embraces that genuinely, it’s emotionally resonant.
- Cross-platform, but especially visual: TV ads, outdoor, social media visuals, photography, video showing process—all of it helps.
- Outcomes: Reinforcement of Almarai’s strong market leadership; emotional connection with consumers; loyalty; ability to justify premium positioning sometimes.
4. Ramadan & National Day Campaigns: Nostalgia, Identity, Local Flavour
These annual occasions are touchstones in Saudi marketing, and some brands have used them not just to run promotions, but to weave deeper connections to identity and culture.
- National Day: Many brands use the Saudi National Day to launch campaigns rooted innostalgia, heritage, tradition, and national pride. Toyota’s “Saudi Pulse,” Starbucks’ “Tradition in Every Sip”, McDonald’s “Unity Through Traditions” are examples.
- What they do:
- Limited edition products/offerings tied to National Day (special packaging, flavors, themes).
- Content featuring stories of heritage, generational tales, local imagery, sometimes reviving old ads or logos.
- Social media engagement: user-generated content, hashtags, encouraging Saudis to share their stories & memories.
- Why it works:
- It taps into national identity, which is strong in Saudi Arabia especially as young people define what modern Saudi identity means.
- Limited-edition or special offerings get attention.
- Emotional resonance: people like to see their culture and values reflected.
- Outcomes: Boosted brand awareness; engagement; sometimes direct sales (special offers); stronger brand love & loyalty; increased social media visibility.
5. Influencer Marketing and Modanisa
Modanisa (a modest-fashion e‑commerce brand) is an example of international brand success in Saudi by doing marketing well via influencer partnerships and content that matches cultural expectations.
- What they did:
- Partnered with Saudi influencers (fashion/bloggers/lifestyle personalities) to showcase modest fashion pieces, styling tips, haul videos.
- Ensured the content aligned with expectations (modesty, style, aesthetics) of local consumers.
- Used social media heavily, leveraging platforms where fashion, lifestyle content thrives.
- Why it worked:
- Cultural alignment: Understanding what “modest fashion” means locally, and showing rather than imposing a western idea.
- Authenticity: Influencers are perceived as peers; when they share honest styling, suggestions, etc., it builds trust.
- Convenience + digital affordance: Saudis increasingly shop online, particularly for apparel. The influencer content reduces uncertainty (fit, style, etc.).
- Outcomes:Increased awareness, traffic and sales in Saudi; stronger brand positioning in modest fashion; possibly higher customer loyalty.
6. NEOM, Red Sea Global, KAFD & Vision 2030 PR Campaigns
These are government or quasi-government/civic projects that use marketing and PR not only to sell services or real estate but to reshape perceptions, invite investment, tourism, and participation. Examples:
- NEOM launch / continued promotion: Campaigns that emphasize futuristic vision, sustainability, luxury, innovation. These often use immersive digital experiences, high-profile international media, and appeal to global investors and tourists.
- Red Sea Project: PR around environmental credentials, luxury beaches, cultural experiences.
- King Abdullah Financial District: Promoted as a regional financial hub. Campaigns use targeted media outreach, international and local press, events.
- Why they work:
- They are aligned with national aspirations. Vision 2030 gives a strong backing to narratives of modernization, economic diversification, tourism, sustainability. That gives legitimacy and storytelling momentum.
- They often have large budgets and can afford to do immersive/out-of-box content: video, international photography, events, and cross-border PR.
- They often use multiple touchpoints: digital, events, media, influencer endorsements, partnerships.
- Outcomes: Improved investor interest, international media coverage, tourism growth, shifts in external perceptions, social media buzz, and often practical results (investment, real estate sales, tourist numbers).
What Makes These Campaigns Succeed: Key Factors
From the above examples, we can pull out several underlying principles and success factors that tend to separate “good” marketing in Saudi Arabia from “average.”
- Cultural sensitivity & identity
Understanding what people in Saudi care about: family, faith, tradition, pride of heritage, but also desire for modernity. Campaigns that honor tradition (e.g. heritage, National Day, Ramadan) while also pushing forward (technology, international travel, digital experiences) tend to hit the sweet spot. - Localization: language, imagery, nuance
Not simply translating foreign ads, but localizing: using Saudi dialects or Arabic language content that fits local speech; choosing visuals that Saudis relate to (clothing, people, architecture). Also being mindful of local social norms and values (dress, modesty, gender roles, etc.). - Storytelling & emotional connection
Emotion wins. Whether via nostalgia, family, belonging, national pride, or aspirational stories, the best campaigns tell stories rather than just push product. Almarai’s “generations” theme, tourism campaigns, etc. - Digital-first and omni-channel integration
Saudi Arabia has high digital & social penetration, especially among youth. Campaigns that leverage social media (Instagram, Snapchat, TikTok, YouTube), influencers, user-generated content, but also integrate with offline (TV, outdoor, events), tend to reach both younger and older audiences. - Influencer & content marketing done well
Influencers in Saudi have credibility and reach. Partnering with the right ones, ensuring alignment of values, allowing them real creative voice, giving content that educates/inspires rather than just sells. Influencers work as trust bridges. - Aligning with national vision and macro trends
Saudi Vision 2030 emphasizing tourism, economic diversification, sustainability, cultural revival. Campaigns that map onto those – e.g. tourism, environmental credentials, tech innovation – get not only public support but also likely government facilitation, favorable regulation, positive media coverage. - Tangible value or benefit
Whether special offers (Ramadan deals, National Day specials), loyalty, convenient digital enhancements, or simply showing how new infrastructure / services improve daily life (e.g. faster connectivity), campaigns succeed when the “what’s in it for me” is clear. - High production quality & strong visuals
High-quality video/photo, good design, immersive visuals, well-made content are important in a media-saturated environment. With digital platforms where aesthetics matter (Instagram, YouTube), poor visuals are quickly ignored. - Authenticity & transparency
Consumers, especially younger Saudis, are becoming more discerning. They want authenticity: real stories, honesty, clarity, not overpromising. Transparency about product quality, safety, environmental impacts, values etc. helps build trust. - Interactive & engaging content
Engagement matters: campaigns that invite user participation (hashtags, UGC, competitions), that are immersive (VR/AR), or that provide interactive experiences tend to get more share, more buzz.
Challenges & Nuances
Marketing in Saudi Arabia is not without its challenges. Even campaigns that succeed must navigate:
- Variations within Saudi Arabia: There’s geography, regional culture differences (urban vs rural, Western-influenced vs conservative areas), generational differences (youth more liberal, older more traditional). One size does not fit all.
- Regulatory / social norms: Considerations around modesty, gender interaction, religious sensitivities, censorship. Missteps can lead to backlash.
- Perceptions & stereotypes: Especially for tourism or external-facing campaigns, changing entrenched perceptions about Saudi Arabia (e.g. cultural restrictions, conservative society, etc.) is tough.
- High expectations: With rapid modernization, consumers often expect a high level of digital experience, UX & UI polish, faster service, etc. If execution is weak, the campaign suffers.
- Digital competition & noise: As more brands invest, consumers are inundated; cutting through the noise means storytelling and creativity are more important.
Lessons for Marketers (Saudi Arabia & Beyond)
From these successes, here are lessons marketers (in Saudi or in other markets with similar dynamics) can take away.
- Start with cultural insight, not what works elsewhere
Deep research into local beliefs, values, social practices, norms. What do people take pride in? What do they avoid? What are their aspirations? - Use localization well — not just translation
Audio, visuals, dialects; the people in ads should feel legitimate. If you hire influencers, they should be people local audiences recognize and respect. - Tap into identity, pride, and shared values
Whether national pride (National Day), religious festivals (Ramadan, Eid), family values—these are powerful narratives. Brands that can tie their message into shared identity can amplify emotional resonance. - Be digitally savvy, mobile-first
Saudi Arabia has high smartphone penetration, increasing internet access. Strong digital & social media presence is essential. Also, mobile UX / design, speed, app performance, easy checkout / service matter. - Choose the right influencers and collaborate deeply
Influencers are not just amplifiers—they should co-create content, reflect authenticity, and know their audience. Micro-influencers may have less reach but more trust. - Integrate offline and online
TV still has its place; so do outdoor, festivals, retail activations. Blending them with digital boosts reach. Big events (festival, sports, culture) provide natural amplification opportunities. - Align with macro trends and public sentiment
Sustainability, tourism, cultural openness are big in Saudi’s national discourse. Being on the right side of these helps with public and governmental support, media attention, credibility. - Measure, optimize, iterate fast
Given the speed of change (consumer trends, social norms, digital behavior), campaigns should include feedback loops: digital analytics, sentiment analysis, social listening, to adjust messaging. - Be authentic and honest
Overpromising or inauthentic storytelling can lead to backlash. Consumers increasingly care about environmental, social, governance (ESG) aspects; transparency around production, ethics etc. helps.
The Future of Marketing in Saudi Arabia
Looking ahead, here are some trends to watch and how marketers can prepare.
- More immersive content & new tech: AR/VR, immersive video (360°), interactive social media formats. E.g., for tourism, luxury real estate, experiences (NEOM, Red Sea Project) these will be especially important.
- Personalization & AI: With increasing data available, more personalization (while respecting privacy) will become table-stakes: content, offers, timing tuned to individual preferences. AI tools for analytics, content creation, chatbots etc. will be more used.
- Sustainability & purpose-driven marketing: As environmental concerns grow, aspects like sustainability, local sourcing, waste reduction, cultural preservation are going to matter more. Brands that can embed purpose in their marketing will gain favor.
- Local talent & voices: More local creators, influencers, agencies will be shaping the discourse. Brands collaborating with them will likely reach consumers more authentically.
- Regulatory / policy changes will affect marketing: possibly more regulation of digital content, influencer disclosures, content restrictions etc. Brands will need to be agile and conscious of compliance.
- E-commerce & digital payments growth will continue, especially after pandemic disruptions. Marketing will increasingly need to connect with performance metrics: conversions, app installs, retention, lifetime value—not just awareness.
- Global-facing campaigns: Saudi Arabia is positioning itself more as a global destination (tourism, investment, culture). Marketing that successfully balances local authenticity with global appeal will be more valuable.
Op-ed: Marketing Done Well Helps Build Saudi’s Future
Marketing in Saudi Arabia is not just about selling goods or services. When done well, it helps build identity, project aspirations, drive economic diversification, foster cultural pride, bring communities together, open doors to the world, and help citizens participate in the vision for the future.
Brands like STC, Almarai, the government-backed campaigns (Saudi Seasons, tourism initiatives, Vision 2030 projects) are doing more than marketing — they are part of the fabric of transformation. They help shift perceptions (domestic and abroad), uplift national morale, shape culture and expectations.
But with opportunity comes responsibility. Marketers must be mindful of authenticity, sincerity, social impact, inclusivity, and respect. They must avoid hollow symbolism or superficial efforts. If a campaign promises sustainability, it should show true environmental action. If it promises modernity, it should respect and include heritage.
Finally, marketers in Saudi Arabia (and globally) should see themselves partly as stewards of culture. In a time of rapid change, how people see themselves, what they believe in, what they aspire to—all these are being negotiated in public discourse. Marketing is part of that conversation. It needs to be done well, not merely for profit, but with ethical awareness, with purpose, and with skill.