Al Fursan
Al Fursan launched its first-ever TikTok campaign with Zenith Media Agency & Publicis Communications, combining Creators at Scale and TikTok Creative Exchange remixes to drive awareness and consideration for its e-store.
Creator-led awareness for Al Fursan
Al Fursan used Creators at Scale and TikTok Creative Exchange for its first TikTok campaign to highlight rewards beyond travel, reaching 11.7 million people and outperforming benchmarks on CTR, 6-second VTR, and cost per view.
- Two phases: branded assets first, then creator-led videos plus four TTCX remixes.
- Results included 39 million impressions, 3 million 6-second video views, and $0.01 CPV.
- This case study is informational only; past performance does not guarantee future performance.
The objective
Building brand awareness and consideration for Al Fursan e-store by showcasing rewards beyond travel
Al Fursan is Saudia’s loyalty program, designed to reward, support, and enrich members across their travel journey and everyday life. Members enjoy lifestyle rewards that make their Miles more relevant.
The challenge was to shift perception of AlFursan from an airline-only loyalty program to a travel and lifestyle companion that supports members beyond flights. While many members associate AlFursan primarily with travel benefits, its value extends into everyday moments through lifestyle rewards, partner offers, and the AlFursan e-store. The campaign needed to make this broader value proposition feel clear, relevant, and native to TikTok through authentic, creator-led storytelling.
The solution
Leveraging Creators at Scale and TikTok Creative Exchange to create authentic, TikTok-first content
To build awareness, AlFursan launched a Video Views campaign powered by TikTok's creative solutions, to make its content feel genuinely native to the platform. The campaign went live in two phases:
1) Phase one featured the brand's own assets to build initial awareness.
2) Phase two promoted creator-led content alongside assets produced through TikTok Creative Exchange (TTCX).
To source authentic content, the team submitted a detailed brief through the Creators at Scale tool. With a clear brief and a careful shortlist of creators, they produced three creator videos that felt native to TikTok and resonated with the target audience - each one posted and promoted as part of the campaign. To broaden the variety of content and run the campaign with more than six assets, the team also ran a TikTok Creative Exchange remix project, transforming the existing branded assets into four new videos. These remixes ran in parallel with the creator content, giving the campaign a broader and more diverse creative mix that felt at home on the platform.
The results
Delivered stronger engagement through TikTok’s creative ecosystem
The campaign reached over 11.7 million people on TikTok and generated 39 million impressions in Saudi Arabia, delivering 3 million 6-second video views at an efficient $0.01 CPV - outperforming the benchmark. Results:
3x Higher CTR vs standard brand ads
+28% - 6-second VTR above benchmark
1.8x Higher CTR for Creators at Scale content vs. remixed branded content
Beyond performance, the campaign set the foundation for Al Fursan's wider strategy, built around TikTok-first content and creator adoption, as the brand evolves toward an identity increasingly focused on lifestyle.
AlFursan continues to evolve beyond travel, creating meaningful connections with our members through their everyday passions and experiences. TikTok provided the ideal platform to bring this vision to life, showing members how AlFursan is not just a part of their travel journey but about special moments and the everyday. The strong results demonstrate the effectiveness of TikTok’s authentic, creator-driven storytelling approach.
Your questions, answered
Business Help CenterWhat was Al Fursan trying to change?
Al Fursan wanted to build awareness and consideration for its e-store and shift perception beyond an airline-only loyalty program. The campaign highlighted lifestyle rewards, partner offers, and everyday value beyond flights.
How was the campaign structured?
The Video Views campaign ran in two phases. First, it used the brand’s own assets to build awareness. Then it added creator-led content from Creators at Scale alongside four remixed videos produced through TikTok Creative Exchange.
What results did the campaign achieve?
The campaign reached more than 11.7 million people in Saudi Arabia, generated 39 million impressions, and delivered 3 million 6-second video views at $0.01 cost per view. It also saw 3x higher CTR versus standard brand ads and 1.8x higher CTR for Creators at Scale content versus remixed branded content.