Background and Brief:
Eastern teamed up with 10 influencers from diverse categories, ranging from food enthusiasts to parenting influencers, in a campaign to honor KSA National Day. By collaborating with these influencers, the brand sought to tap into the festive spirit of the national holiday and highlight its spice mix as the perfect addition to a wide variety of easy-to-make recipes. Each influencer showcased how Eastern’s products could be used to create dishes that not only celebrated flavor but also incorporated elements of Saudi tradition and culture. This approach helped reinforce Eastern’s connection to local heritage while positioning it as an essential ingredient in both modern and traditional cooking. Through these collaborations, the campaign aimed to deepen the brand’s resonance with consumers, especially those looking for ways to infuse cultural pride into their culinary creations.
Key Components of the Campaign:
Influencer Selection: We carefully selected influencers from various categories, including chefs, mothers, and lifestyle creators, to represent a range of content styles. Each influencer incorporated Eastern’s spice mixes into their recipes while tying in the nostalgic and patriotic elements associated with KSA National Day. This helped to create a strong emotional connection with their audience.
Preserving Traditional Values: The influencers chose recipes that best reflected their cultural values, showcasing dishes that carried deep sentimental meaning. By highlighting nostalgic flavors, they resonated with their followers, evoking a sense of pride and connection to Saudi heritage.
Increasing Brand Awareness: Through the integration of Eastern’s spice mixes in a variety of recipes, the influencers demonstrated the versatility of the product range. The campaign effectively highlighted how, regardless of the cuisine being prepared, Eastern offers a spice mix suited to every dish, reinforcing its position as a go-to brand for any type of cooking.
Campaign Results:
The campaign achieved impressive results, reaching an audience of over 5 million and generating more than 1 million views across various platforms.
Brand Sentiment: The audience responded positively, as Eastern is already a household favorite when it comes to spices. Many expressed excitement about trying out the new spice mixes in their own dishes, reinforcing the brand’s strong connection to its loyal customer base.
Focus on Nationality: By specifically targeting local audiences in Saudi Arabia, the campaign received a significant boost, helping to drive purchase consideration during the National Day period. This focus on the local market allowed Eastern to resonate more deeply with Saudi consumers.
Diverse Platforms: The campaign performed exceptionally well across multiple platforms, including Instagram, TikTok, and YouTube. By leveraging different social media channels, Eastern was able to broaden its reach and enhance brand visibility, creating a stronger presence across all platforms.
Conclusion:
The National Day campaign in KSA created a meaningful connection with the audience by tapping into the cultural pride and festive spirit of the holiday. By showcasing influencers incorporating Eastern’s spice mixes into traditional and modern recipes, the campaign resonated deeply with consumers, evoking a sense of nostalgia and national pride.
This approach helped to foster a sense of belonging, as the audience saw their cultural values and love for local flavors reflected in the content. It strengthened the emotional bond between the brand and its consumers, positioning Eastern as more than just a spice brand—rather, as a trusted partner in preparing cherished family meals. The campaign not only reinforced Eastern’s role as a household staple but also boosted consumers’ enthusiasm for using its spice mixes in their everyday cooking, particularly during such a significant national celebration. By aligning with this moment of patriotism, the brand further embedded itself into the fabric of Saudi households.