01 / Overview
Um Suliman Restaurant is a Saudi brand specialising in authentic home-style cooking. Thiqa Agency managed a 1-month Snapchat Ads branding campaign (Jan 15 – Feb 3, 2022) targeting Saudi women aged 25+, generating 166,287 paid impressions, 45,279 video views, and 11,903 15-second views at $0.04 per view. The campaign achieved a 2.71% click rate with 4,506 clicks to Hungerstation. The audience was 71.8% female — dominated by women aged 35+ (47%) and 25–34 (21%) — confirming Snapchat's effectiveness for reaching Saudi women with authentic food content.
02 / The Challenge
What We Were Up Against
Um Suliman is a Saudi restaurant brand celebrated for authentic home-style cooking — traditional flatbreads, zaatar, and classic Levantine dishes served in a warm, familiar setting. To grow brand awareness among Saudi women who seek out authentic homemade-style dining, the brand needed a Snapchat Ads branding campaign that could reach its core audience — women aged 25 and above — efficiently within a defined monthly budget. The challenge was to build a high-impact video campaign that communicated the warmth and authenticity of Um Suliman's food in a format native to Snapchat, while delivering measurable reach and genuine engagement.
Um Suliman's audience is predominantly female and older than the typical Snapchat demographic — campaigns built around the platform's default young-male skew would miss the core customer entirely.
Authentic home-cooking brands depend on visual storytelling: the food must look like it was made with care. Generic ad creative fails to communicate what makes Um Suliman distinctive.
No prior Snapchat Ads infrastructure meant building audience architecture, ad formats, and tracking from scratch before the campaign could go live.
Measuring the success of a branding campaign required tracking video view depth (2-second and 15-second) rather than clicks alone, to understand genuine content engagement.
03 / How We Put Um Suliman in Front of Saudi Women on Snapchat
How We Fixed It
Female-First Audience Architecture
Built a Snapchat audience strategy targeting Saudi women aged 25–54, the primary decision-makers for family dining and home-cooking restaurant choices. This targeting proved accurate: 71.8% of all video views came from women (32,491), with the 35+ bracket accounting for 47% of female views.
Authentic Food Video Creative
Ran full-screen vertical Snapchat Story ads showcasing Um Suliman's signature dishes — traditional flatbreads with za'atar, cheese and pomegranate toppings, and warm tea accompaniments — each styled to evoke the feeling of home-cooked Saudi hospitality. All ads linked directly to Hungerstation for instant ordering.
Video View Depth Optimisation
Optimised the campaign toward both 2-second and 15-second video view objectives, achieving 45,279 total video views and 11,903 15-second views at a $0.04 cost per 15-second view — confirming that the creative held attention well beyond the initial impression.
Impression Efficiency & Click Engagement
Monitored campaign efficiency throughout the month, maintaining a strong 2.71% click rate across 166,287 impressions. The 4,506 total clicks to Hungerstation demonstrated that branding exposure was converting into active ordering intent beyond passive video views.
04 / The Results
The Numbers
166,287
Paid Impressions
Jan–Feb 2022
45,279
Video Views
2-second views
11,903
15-Sec Video Views
$0.04 per view
4,506
Clicks
1 month
2.71%
Click Rate
Snapchat campaign
71.8%
Female Audience
32,491 video views
05 / Verified Snapchat Ads Manager Data — January–February 2022
Platform Screenshots
Campaign Summary — Impressions, Clicks & Video Views
Audience Demographics — Gender, OS & Location
Video Views by Age & Gender
Ad Creatives