In 2020, Amazon launched Amazon.sa after acquiring Souq.com, in the lookout for strategic marketing localization & launch on social, Amazon partnered with Hashtag with a focus on a local social content that connects with the audience in Saudi.
Hashtag took over the social media strategy, launching dedicated Amazon KSA pages across various social media platforms. The successful partnership has spanned over 3 years, with Hashtag handling monthly content calendars, creative social media campaigns, production, and even supported Amazon Global on social media requests.
Localized first:
Platform strategy:
Hashtag launched the rebranding on all social platforms with a focused approach on X (Twitter) at the time to focus on connecting with the Saudi audience there, through a focus on Saudi dialect and light-hearted approach, we succeeded in creating escalated engagement that kept rising after the launch, focusing on polls to hear what our customers preferred and looked for in the e-commerce world.
Content creation: Humanizing the Brand:
Hashtag approach focused on three key objectives. Firstly, we launched the hashtag #امازون_وصل across the rebranded pages, we also aimed to humanize the brand by incorporating relatable human local elements in content. This ensured the content wasn’t solely product-focused, preventing a commercialized feel on social media. Secondly, local content was a priority. From the first glance at the Amazon KSA accounts, users experience a sense of Saudi culture and identity. Hashtag achieved this by creating content with a local tone of voice and by meticulously localizing any assets received from Amazon Global. Finally, all content and communication on social media channels aligned with Amazon’s overall marketing strategy.
Strategic communications:
We devised content pillars that explained Amazon main USP’s and services in Saudi through local Saudi posts and focused on important pillars such as :”Amazon finds” through communicating relevant and seasonal products
Video storytelling:
With a focus on video content, Hashtag mixed between local talents, local insights and creative content to deliver stories that are relevant to the Saudi market. We leveraged each social media channel strategically, developing unique content formats to maximize reach and engagement. On Instagram, the focus was on captivating photography posts and engaging Reels, alongside Stories. X, on the other hand, primarily featured text-based tweets for concise communication.
The Results: An engaged community:
The implemented strategy yielded impressive results. The follower base on Instagram steadily grew year after year, reaching a remarkable 900,000. Similarly, the follower count on X reached a significant 600,000. However, a key performance metric for Amazon KSA was fostering high engagement rates. Hashtag prioritized quality over quantity, and our efforts paid off.
Engagement rates consistently climbed year after year, with 2023 exceeding all expectations. This successful case study demonstrates the power of a well-defined social media strategy combined with high-quality, localized content in driving brand awareness and engagement for global brands launch in local markets.
