Submitted by SociataAgency IPI Score 27/100

The daily purchase trigger

Influencer Marketing

Sociata ran a six-month, always-on Snapchat creator program for quick commerce app Ninja, phased across Ramadan and Eid to turn first orders into repeat ones.

1Mimpressions
26Kengagements
2.6%engagement rate
6 monthsalways-on creator program
7/10minimum iScore for creator selection

Case in 60 seconds

Ninja already had brand awareness across the GCC, so its Ramadan problem was behavioural, not visibility. It needed new customer acquisitions and, harder, repeat orders from those new customers.

Quick commerce is a habit, not a purchase. Ramadan concentrates demand and creates a peak acquisition moment, but the value only lands if first-time buyers keep ordering after Eid.

Replace the one-off influencer push with an always-on creator system that keeps Ninja present at real purchase moments across the whole Ramadan cycle.

Over six months, creators produced three story sets phased across pre-Ramadan restocking, Ramadan last-minute orders, Eid hosting and gifting, and post-Ramadan everyday recipes, with briefs refreshed weekly or bi-weekly and strong organic assets amplified through Snapchat paid.

Sociata reports 1M impressions, 26K engagements and a 2.6% engagement rate. No acquisition, repeat order or revenue figures are published, so the commercial claim is not evidenced.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Saudi quick commerce shoppers during Ramadan, reached through three creator communities that sit close to grocery decisions: food creators, trend-setters, and family-focused creators and mothers.
Ramadan raises both planned buying and last-minute need, so the same shopper switches between stocking up, urgent top-ups, and hosting within a few weeks.
Quick commerce acquisition carries a high initial cost, so the economics only work if a first order becomes a habit. A single campaign spike does not do that.
Ninja positioned itself as the immediate answer in moments of urgency and then as a normal part of the weekly routine, rather than as a Ramadan-only convenience.
Presence at daily frequency, in the places where purchase decisions are already discussed, is what shifts a repeat-purchase habit. Consistency matters more than reach peaks.

Creative & Execution System

Assets & channels

  • Snapchat creator stories, three distinct story sets
  • Organic creator storytelling as the primary format
  • Paid amplification of high-performing assets through Snapchat's ad ecosystem

Partners

  • Sociata
  • Snapchat, via a first-party data integration cited by the agency

Participation mechanic

  • Restocking routine content in the pre-Ramadan phase
  • Last-minute order and daily needs content during Ramadan
  • Hosting, gathering and gifting content around Eid
  • Everyday usage and recipe content post-Ramadan

Creator role

  • Food creators influencing grocery decisions through recipes and meal prep
  • Trend-setters normalising the habit through restock and daily routine formats
  • Family-focused creators and mothers tied to household planning

Results & Evidence

MetricValueResult type
Impressions1Mreach
Engagements26Kengagement
Engagement rate2.6%engagement

Why Sociata's strategy worked

  1. 1

    Creator selection was treated as a measurement problem first. Platform-native audience and viewership data plus a category benchmark set the roster, rather than follower counts.

  2. 2

    Content was phased to the shopper's changing job across the season, from restocking to last-minute orders to Eid hosting, so the message stayed useful as behaviour moved.

  3. 3

    An always-on structure fits a repeat-purchase category. Daily-frequency presence supports habit formation in a way a single burst does not.

  4. 4

    Refreshing briefs weekly and bi-weekly is a low-cost answer to creative fatigue in a long-running program.

  5. 5

    Amplifying only the assets that already worked organically keeps paid spend behind proven creative.

Related Case studies