Pow Burgers

01 / Overview

Pow Burgers is a Jordanian burger brand that ran a 1-month Snapchat Ads branding campaign in Saudi Arabia in January 2022, managed by Thiqa Agency. The campaign generated 267,935 paid impressions and 86,508 video views at a $1.87 ECPM, with 5,826 clicks at a 2.17% click rate. The audience was 85.2% male, concentrated in the 18–34 age bracket across Saudi Arabia — confirming Snapchat's effectiveness as a brand discovery channel for the Saudi QSR and food audience.

Pow Burgers is a Jordanian burger brand expanding its presence in Saudi Arabia, offering premium burgers, loaded fries, and indulgent sides. To build brand awareness in the Saudi market and drive order intent, the brand needed a paid media strategy capable of reaching Saudi food lovers at scale. The challenge was to run a high-impact Snapchat Ads branding campaign that would generate maximum impressions and genuine video engagement within a defined monthly budget, while capturing the Saudi male food audience most likely to discover and try a new burger brand.

• Launching a Jordanian brand into Saudi Arabia with zero existing paid media presence in the market meant building audience architecture and campaign infrastructure from the ground up.

• Saudi Arabia's food and QSR audience on Snapchat skews heavily male and young — campaigns not built around this demographic insight overspend on unresponsive segments.

• Branding campaigns require creative that stops the scroll; vertical food video had to communicate premium quality and appetite appeal within the first two seconds.

• Measuring campaign effectiveness for a branding objective required tracking video view rates and paid ECPM efficiency rather than direct conversion metrics.