Luxury watchesAttract

A seasonal campaign for Ramadan and Eid.

Thirty days of media buying on Facebook, Instagram and Snapchat for Vacheron Constantin at Alfardan in Qatar, from Ramadan through Eid 2022.

Client: Vacheron Constantin at Alfardan, Qatar
Channels: Facebook, Instagram, Snapchat
Period: Ramadan and Eid 2022, 30 days
Our role: Media buying

Challenge

Ramadan is a key selling season, and these watches are bought by booking and reservation only, so awareness had to come first.

What we did

Ran Facebook, Instagram and Snapchat side by side across four phases, with audiences split by lifestyle, age and gender.

Result

Over 2 million impressions and 14,874 link clicks in 30 days.

In brief

For Ramadan and Eid 2022, ABECODS bought the media for a 30-day campaign on Facebook, Instagram and Snapchat for Vacheron Constantin, retailed in Qatar by Alfardan. Because the watches are sold by booking and reservation only, the aim was awareness during the Ramadan selling season. The campaign delivered over 2 million impressions and 14,874 link clicks. This is a reach case study: no sales figures are claimed.

A season where awareness comes before the sale.

Ramadan is a key selling season for a luxury watch brand in Qatar. These watches are not bought off a shelf or from an online basket: they are bought by booking and reservation. That meant the campaign could not rely on quick clicks to a checkout.

The job was to make sure the right people knew about the collection, and kept seeing it, before they decided to book.

One season, four phases, two platforms.

Attract
Planned the season in phases
Awareness and engagement phases for Ramadan, then again for Eid, so each message matched the moment.
Attract
Ran three platforms together
Facebook, Instagram and Snapchat ran side by side across the 30 days.
Attract
Segmented the audience
Aspirational and luxury-active audiences, split by age and gender.
Attract
Reported the best ad in every phase
The best-performing ad was identified and reported in each phase rather than running one campaign unchanged.

Thirty days, measured.

Reach

2M+Impressions

Engagement

14,874Link clicks

Campaign period 10 April to 9 May 2022. Figures from the platform dashboards. This campaign was measured on reach and engagement; it makes no sales claim.

Questions people ask

Which platforms did the campaign run on?

Facebook, Instagram and Snapchat, at the same time, across 30 days of Ramadan and Eid 2022.

Did the campaign drive sales?

The campaign was measured on reach and engagement. Sales were not part of the reporting, so this case study does not claim any.

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