Marketers, buckle up. The end of the year is around the bend, which means it’s time to ride the peak season retail rollercoaster.
The retail season in the Middle East and North Africa (MENA) has now evolved to include four major peaks — Saudi National Day, Singles’ Day, Black Friday, and the end-of-year season. Brands thrive during the peaks and drops of this highly competitive time by putting their creative caps on.
Ad creative is the most critical driver of advertising effectiveness by a wide margin, pushing nearly half of incremental sales compared to brand strength, targeting, reach, and recency. And contextual ads — those that naturally align with a consumer’s needs and expectations — are 50% more likely to be clicked on than non-contextual ads.
To maximise your brand’s return on investment during peak retail season, here are five tips — and some evergreen video ad examples —to get your creative juices flowing:
1. Unlock value’s full potential by moving beyond price
Just as the thrill of a rollercoaster builds with each climb, so too does consumer anxiety as people plan their shopping for peak retail moments.
People experience emotional highs and lows on their path to purchase and they want brands to give them clarity, emotional resolution, and the confidence that they’re making the right decision.
That’s why, while price is always one of the main drivers in purchasing decisions, trust and confidence are as important.1 While you should include offers, discounts, and deals in your peak season marketing, you can unlock value’s full potential by showing consumers why they can trust you and giving them the confidence to buy from your brand.
In a cluttered marketplace, people are bombarded with countless messages and promotions. Maintain a consistent brand voice and messaging throughout the peak retail season to significantly reduce cognitive load for consumers. This helps to simplify their decision-making process by providing a familiar and trustworthy touchpoint.
2. Use your brand voice to communicate a core message
Shouting louder than other brands about discounts and special offers may briefly get consumers’ attention, but it’s unlikely to engage them and turn them into customers.
The most important thing is effectively communicating the core message of a retail moment — whether it’s a sale or a celebration — in your brand’s distinctive voice. By connecting with customers in this way, you won’t have to shout. This is especially true when it comes to standing out during peak moments, when many other companies are likely promoting similar messages.
To celebrate Saudi National Day, Manga Productions — a Saudi-based animation company — crafted a captivating ad that not only showcased the nation's rich history and remarkable progress but also perfectly captured the company's distinct style and artistic vision. Incorporating the brand’s adventurous and upbeat aesthetic, the ad effectively conveyed Saudi citizens’ national pride and resonated with them:
Meanwhile, the Saudi Telecommunications Company (STC) created a captivating one-minute ad to commemorate the occasion too. Their ad seamlessly blends a futuristic, sci-fi aesthetic with iconic Saudi elements — like the country’s flag and landscape — reflecting STC's commitment to technological advancement while honouring the nation's heritage. The ad's blend of modern and traditional imagery celebrates Saudi Arabia's journey of progress and innovation.
3. Support causes that matter to consumers
Conscious consumerism is on the rise in MENA, with 83% of Middle Eastern consumers willing to pay a premium for locally sourced products. And green influencers — those who advocate a sustainable lifestyle online — are expected to influence USD $7 billion in eco-friendly purchases across the region in fashion, beauty, and homeware sectors.
Aligning your brand with a cause your customers are passionate about creates a deeper connection, capturing genuine attention and setting you apart from the competition.
Take Ikea, for example. The retail brand launched a Black Friday campaign called “Green Friday” to show that they support the same causes as their customers. Recognising that many people were looking for deals during Black Friday but also wanted to do good for the planet, they introduced a buyback programme. This initiative allowed customers to sell their used Ikea products back to the store, providing an affordable and eco-friendly option for those seeking quality furniture.
Consider taking a similar approach by identifying and supporting causes your customers care about. If you're unsure which causes resonate most with your audience, use Google Trends to see what people are currently searching for and interested in.
4. Leverage seasonal drops to build brand momentum
Downtimes — or drops in the retail rollercoaster — are great opportunities in which to continue building brand momentum, keep the conversation going, strengthen connections with customers, and show people that you’re always there for them.
Considering that 95% of purchasing decisions happen subconsciously, being always present is an important part of building a relationship with your audience. The stories you share in down times could be the ones that people remember when things get busy again.
Toyota Service Saudi — an after-sales auto service company in Saudi Arabia — has mastered the art of using quieter shopping periods to reinforce their brand identity and create a lasting impression. Their custom-designed animation series — a huge hit in Saudi Arabia — has been running for seven consecutive years, proving their commitment to their customers. The channel now has over 670,000 subscribers, with an episode from season three being watched six million times:
While the Arabic-language episodes offer useful information — like service offers, innovations, and tips — people watch primarily to be entertained. The episodes are consistent, featuring the same main characters that viewers recognise from season one, with new characters introduced each year to add a fresh angle. The videos’ colour palette and theme song also stay true to the brand,ensuring they’re recognisable.
5. Foster a sense of connection and community
Just as rollercoaster riders find shared camaraderie after a thrilling ride, brands can build a similar sense of connection and community with customers.
One way to build a strong connection is by focusing on loyal customers. Middle Eastern consumers actively seek out brands that reward customer loyalty, with over 50% of shoppers preferring to get discounts, offers, and free products from loyalty memberships. With that in mind, it’s no surprise that loyalty programmes are rapidly increasing in popularity across the region, including in the United Arab Emirates.
While offering exclusive deals and early access to loyalty members is beneficial in building a bond with consumers, cultivating a genuine feeling of belonging is equally important. One way to foster these connections is through hyperlocal experiences, such as community events and the development of neighbourhood stores.
Interest in hyperlocal experiences centred around authentic connections and local culture saw 100% growth across the region in 2023. This trend fuelled a USD$5 billion increase in community-focused spending in MENA, with USD$3 billion spent on local businesses and neighbourhood concept stores in 2023.
But fostering community connection is not just about selling your products. When people love and connect with your brand, they can't help but talk about it. And that's where user-generated content (UGC) comes in.
People are 2X more likely to watch UGC than content created by brands themselves. By encouraging customers to create original content, brands can boost community and awareness while generating valuable, authentic assets that resonate.
And don’t underestimate the importance of using the Arabic language across the region to really connect with people on a local level. Arabic content now represents over 25% of the total demand in MENA, nearly doubling the demand seen in 2022.
