Amazon’s rebrand campaign in Saudi creates greatest uplift in Ad Awareness in June
This month, Amazon.sa is the brand which has achieved the largest rise in its Ad Awareness in Saudi Arabia. The uplift coincides with Amazon and Souq announcing the launch of Amazon.sa mid-month.
Following the rebrand of Souq in the UAE to Amazon.ae last year, the e-Commerce giant continues to grow the Amazon name in the Middle East with the rebrand now taking place in Saudi Arabia: “Souq is now Amazon.sa”.
The current digital adverts focus on informing consumers of the new website “amazon.sa is here”, as well as highlighting the brand’s offerings, such as wide product ranges and fast shipping. Arabic language is also available on the website to enhance the customer’s experience.
YouGov BrandIndex data shows the launch campaign for Amazon.sa is certainly having the desired effect in terms of cut-through, with the brand’s Ad Awareness score (whether someone has seen an advert for the brand in the past few weeks) increasing by almost 10 points, from 15.1 at the beginning of June to 24.9 on the 30th.
The launch of Amazon.sa has also seen other BrandIndex metrics rise as well. The Word of Mouth metric has increased by +12.3 points (from 12.4 on 2nd June to 24.7 on the 30th), showing more people are talking about Amazon with their friends and family. While Consideration for the brand is up by +4.2 points.
What remains to be seen is the impact of the rebrand on Satisfaction, and whether the new website and offerings are increasing customers’ likelihood to recommend the brand. BrandIndex data will continue to gather this data on a daily basis to form a complete picture of the impact of the launch on brand perception.