Saudi National Day has evolved into a month-long celebration of culture, pride, and shopping, reshaping how brands engage audiences.

We spoke exclusively with Lydia Sousou of Snap Inc MENA to explore how brands can leverage this extended festive period, craft authentic campaigns, and seamlessly integrate commerce while connecting with Saudi audiences.

BB: Saudi National Day has grown into a month-long celebration. How has this evolution influenced the way brands in Saudi Arabia plan their campaigns?

LS: Saudi National Day has transitioned from a single date into a month-long celebration of cultural pride and shopping that begins in late August and stretches through September. This shift has changed the ways brands approach the occasion, moving from one-off campaigns to multi-phased strategies that sustain relevance and excitement throughout the month. 

Planning starts early, with 85 percent of Snapchatters preparing shopping lists in advance and 77 percent buying in bulk. This behavior is reflected in the surge in shopping activity, with “Add to Cart” rising 92 percent from the last week of August and remaining elevated through September. The occasion also drives a 40 percent increase in total purchase volume compared to the yearly average and a 60 percent surge in average order value year-on-year.  For brands, this means the opportunity is no longer confined to a single moment, but to a month-long runway that demands early planning, layered storytelling, and campaigns that connect national pride to commerce.

BB: Your research shows that 94% of Saudi Snapchatters celebrated SND in 2024, with a strong appetite for authentic and locally resonant content. What does authenticity look like for brands during this occasion?

LS: Authenticity during Saudi National Day means reflecting the cultural meaning of the occasion while offering real value to people’s celebrations. Saudi audiences want brands to be part of their experience, not just observers. In 2024, 94 percent of Snapchatters celebrated the moment and showed a clear preference for content that honored Saudi pride and felt personal. This comes to life in Arabic-first creatives, the use of national colors, and messaging that feels rooted in pride rather than promotion. 

Seventy-six percent of people expect discounts while 52 percent purchase themed items, and look for tips and ideas that enhance their celebrations. Snapchat is uniquely positioned as the number one app in Saudi Arabia for celebration, with sharing activity 41 percent higher than the competitive average. It is where 77 percent of Snapchatters post images and videos and 70 percent send greetings, making it the natural space for brands to participate authentically in the moment. When brands lean into this behavior with relevant content and experiences, they create campaigns that feel natural, authentic, and welcomed by the community.

BB: Shopping plays a central role in SND, with Snapchat influencing 88% of purchases. How can brands seamlessly integrate commerce into their celebrations while maintaining cultural relevance?

LS: Shopping has become synonymous with Saudi National Day, and Snapchat is at the heart of this behavior, with 88 percent of purchases influenced by what people see on the platform. Consumers discover deals, share looks, and shop in the moment across every touchpoint, Camera, Stories, Chat, and Map, turning Snapchat into a full shopping ecosystem. 

The most effective campaigns weave commerce directly into the festive context, whether through themed green-and-white collections, limited-time offers, or discounts that reward participation. During the 2024 celebrations, total purchase volume rose by 40 percent compared to the yearly average and average order value surged by 60 percent. A standout example was Faces, whose multi-format campaign combined AR filters with celebratory content, driving a nine-point increase in brand favorability, an eight-point lift in action intent, and share rates five times above benchmark.

BB: AR lenses, filters, and creator collaborations consistently perform well during SND. What makes these formats particularly effective in the Saudi market?

LS: When it comes to celebrating Saudi National Day, Snapchatters want to do more than observe – they want to join in, share, and express.  AR Lenses, filters, and creator collaborations tap directly into this spirit by turning cultural pride into moments of personal expression. 

In 2024, AR lenses recorded the highest playtime, share rates, and saves among all ad formats during Saudi National Day, with Snapchatters actively engaging with lenses that celebrated the moment. When paired with creator collaborations, these experiences feel even more localized and personal, as creators bring cultural cues and language that audiences immediately connect with.  

Nearly all Snapchatters in KSA engage with multiple tabs in a single session – from Camera to Stories to Chat – making it essential for brands to diversify their formats and placements. This combination of interactivity, cultural resonance, and shareability explains why AR and creator-led campaigns consistently outperform during moments like Saudi National Day.

BB: Competition for attention is high during SND. What creative strategies or “pro moves” can help brands stand out and drive both engagement and results?

LS: Standing out during Saudi National Day requires a blend of cultural creativity and performance precision. Augmented reality filters and Sponsored Gen AI lenses are proven to drive the highest engagement and virality, turning pride into moments people want to share. 

Creator collaborations bring cultural relevance to life, while Sponsored Snaps in Chat create direct and authentic touchpoints that led to a 24 percent increase in purchases compared to the same ads without Chat placements. Automation also plays a role, brands using Snap’s Target Cost bidding achieved a 45 percent reduction in cost per purchase across MENA. 

When campaigns combine these approaches with culturally resonant visuals and dynamic creatives, the results are clear, as seen in Aromatic’s 2024 campaign, which delivered a 118 percent increase in year-on-year purchases and a return on ad spend of 6.5.

BB: If you had to share your top three tips for brands looking to win Saudi National Day in 2025, what would they be?

LS: The brands that will win Saudi National Day in 2025 are those that begin early, speak authentically, and make shopping part of the celebration. Launching campaigns in late August is essential, as planning and shopping begin weeks before the day itself, and sustaining momentum throughout September keeps brands top of mind during peak purchase periods.

Creative should be localized and emotionally resonant, with Arabic-first messaging, cultural cues, and an immediate hook that captures the pride and joy of the occasion. Finally, shopping experiences should feel like an extension of the festivities whether through themed products, exclusive discounts, or interactive AR that allow people to shop in a way that enhances their celebration. Brands that deliver on these three principles will not only drive results but also earn a deeper place in the shared pride and connection that define Saudi National Day.