Accelerating the Future: How NAVA Empowered Saudi Youth through Influencer Marketing

Background and Brief:
The National Academy of Automotive and Vehicles (NAVA) was established to pioneer technical education in the field of electric cars in Saudi Arabia. Located in King Abdullah Economic City, NAVA aims to equip Saudi youth with the necessary skills and knowledge to become leaders in the burgeoning electric vehicle (EV) industry. The academy’s mission is to not just teach the basics of EV technology but to open doors for talented individuals to contribute to a new era of automotive
innovation.

Key Components of the Campaign:
To promote NAVA and its offerings, a digital campaign was devised, targeting Saudi youth aged 18-25 with technical backgrounds in mechanics, electricity, electronics, or related fields. The campaign highlighted the unique benefits of enrolling at NAVA, including internationally recognized certifications, monthly allowances, free accommodation, guaranteed employment, and a starting salary of 8,000 SAR.

Solution:
To effectively reach the target audience, we partnered with Hasan L Kutbi, a prominent automotive influencer known for his expertise in cars and mechanics across the Arab world. Hasan L Kutbi created and shared a comprehensive video across his social media platforms—Instagram, TikTok, YouTube, and Twitter—introducing NAVA and its exciting opportunities. His video covered all the key points of the academy, including the benefits of joining and the steps to apply.

Result:
The campaign achieved significant success, with Hasan L Kutbi’s video reaching a total of 761,986 people and generating 234,385 impressions across all platforms. As a direct result of the campaign, NAVA saw a significant increase in both inquiries and subscriptions to the program. The targeted audience engaged positively with the content, showing a strong interest in the academy’s offerings.
The collaboration effectively raised awareness about NAVA among Saudi youth, positioning the academy as a leading institution for technical education in the automotive industry.

Conclusion:
Through strategic influencer marketing, NAVA successfully captured the attention of its target audience and encouraged young Saudis to invest in their futures by joining the academy. The campaign not only increased awareness but also drove meaningful engagement, leading to a notable rise in program inquiries and subscriptions. This success has set the stage for a new generation of professionals to lead Saudi Arabia’s electric vehicle industry.