Ministry of Culture
Uniting a Nation with X on Founding Day
81M
Total Impressions
12.5M
Video Views
37%
Video View Rate
Ministry of Culture
The Ministry of Culture, founded in 2018 and based in Riyadh, is dedicated to fostering a dynamic cultural landscape that honors Saudi Arabia’s historical roots while embracing the future. With a mission to promote Saudi arts, culture, and national identity, it serves as a vital force in encouraging cultural dialogue with the world, enriching both local and global communities through its initiatives and vision.
Campaign Objective
To position Founding Day as a cornerstone national event, the Ministry launched a campaign to amplify its February 22 video and message across Saudi Arabia. By tapping into the media to inspire cultural conversation, it sought to connect with Saudi users, cultivate national pride, and encourage dialogue. In collaboration with X, the Ministry aimed to lead the Founding Day story, driving widespread video reach on the day while boosting engagement and reinforcing cultural ties.
The Solution
Harnessing X’s Spotlight Takeover and Video Ads, the Ministry of Culture amplified awareness for Founding Day, complemented by a custom package featuring Reach Blocks, Branded Likes, Hashfetti, and Hashmojis. Tailored for Saudi Arabia and the Middle East, this strategy peaked with Takeovers on February 22, sustained engagement via Reach Blocks on February 21 and 23, and sparked organic participation through interactive features like Branded Likes with the Founding Day logo and Hashmojis, all reinforcing cultural pride. Working closely with X, the Ministry shaped a three-day plan to reach a wide Saudi audience, fine-tuning products and timing for maximum effect.
The Results
Delivering 81 million impressions, the Ministry of Culture’s Founding Day campaign achieved 12.5 million video views at a 37% view rate, alongside 2 million Branded Like engagements, 564K Hashfetti interactions, and 354K Hashmoji mentions. These figures outpaced video view benchmarks and exceeded Branded Like goals, fulfilling the aims of broad visibility and active participation. Beyond expectations, it also ignited a surge of organic enthusiasm, especially with Branded Likes, as users shared their national pride and experiences with the branded elements.
