Almarai Achieves 15m+ Reach, Attracts 9m+ Visitors with Immersive AR Experiences on Snap Map

Why It Matters

The activation shows that brands can leverage AR and map‑based features to achieve nationwide reach during key cultural moments, setting a new performance benchmark for FMCG marketing in the Middle East. It signals growing advertiser confidence in Snapchat’s native tools for immersive, community‑focused campaigns.

Key Takeaways

• 15M+ people reached across Saudi Arabia via Snap Map AR activation
• 9M+ users visited the virtual Harat ALYOUM neighborhood
• Impressions topped 207.9M, with open rates 73% above benchmarks
• AR playtime 1.7x higher than industry standards, boosting engagement

Pulse Analysis

Ramadan has become a prime testing ground for brands seeking to blend cultural relevance with cutting‑edge technology. Almarai, the region’s leading dairy and food producer, partnered with Snap to turn the Snap Map’s Promoted Places into a gateway for an augmented‑reality neighbourhood called Harat ALYOUM. By anchoring the experience in familiar Saudi locales—KAFD, Diriyah, the Corniche—and weaving in Ramadan‑centric themes such as family meals and traditional recipes, the campaign tapped into the season’s communal spirit while showcasing the platform’s location‑based capabilities.

The results underscore the power of immersive formats. Over 15 million users encountered the AR lens, translating into more than 9 million distinct visits and an eye‑popping 207.9 million impressions. Open rates outperformed global averages by 73 percent, and the average time spent in the AR environment was 1.7 times higher than typical benchmarks. These metrics indicate that when digital experiences resonate culturally, they not only attract attention but also sustain it, turning casual scrolls into meaningful brand interactions.

For marketers, Harat ALYOUM offers a blueprint for future campaigns. The blend of real‑world discovery with a native AR layer demonstrates that platforms like Snapchat can serve as both media channel and experiential canvas. As advertisers chase higher engagement without inflating media spend, leveraging Promoted Places, AR lenses, and localized storytelling can deliver scale and depth. The success of this Ramadan activation suggests that similar approaches could be replicated across other key moments and regions, reshaping how FMCG and other consumer brands think about digital outreach.