How Ninja KSA turned Snapchat into a daily purchase trigger during Ramadan
Client Profile & Objectives
Ninja is a quick-commerce app offering over 20,000 products across groceries, household essentials, and daily needs, delivered in under 30 minutes.
During Ramadan, a period defined by increased consumption and frequent last-minute needs, Ninja aimed to position itself as the go-to solution for both planned and impulse purchases.
With strong brand awareness across the GCC, the Ninja’s challenge wasn’t visibility, but driving new customer acquisitions and repeat orders as primary KPIs.
So, instead of a one-off influencer push, Ninja partnered with Sociata to build a system that could drive continuous, behavior-led conversions on Snapchat through creators.
Creator Selection
We started by identifying the communities most relevant to Ninja’s purchase behavior.
This included food creators, who naturally influence grocery decisions through recipes, meal prep, and everyday kitchen routines; trend-setters, who drive discovery and normalize new habits through engaging formats like restocks and daily routines; and family-focused creators and moms, whose content is closely tied to household planning, Ramadan preparation, and day-to-day purchase decisions.
Historically, Snapchat was a black box when it came to creator insights, with limited visibility into audience quality and performance, and creators were often reluctant to share detailed platform data.
Through our first-party data integration with Snapchat, we gained direct access to creator audience composition, engagement behavior, and viewership performance, allowing us to understand how creators perform natively on Snapchat, not just across other platforms.
But access alone wasn’t enough.
The real challenge was standardization. Without clear benchmarking, performance data remains difficult to compare across creators.
To solve this, we applied our proprietary scoring system, iScore, an AI-powered metric that evaluates creators based on their viewership and engagement rates, benchmarked against others in their category.
This allowed us to move beyond surface-level metrics and identify creators who consistently capture attention and drive action.
As part of our standard creator selection methodology, we set a strict benchmark of 7/10 and above on iScore, ensuring a consistently high-performing roster from the start.
Content Execution & Optimization
With the core objective focusing on new customer acquisition and repeat orders, the campaign was built as an always-on creator program designed to keep Ninja present across real purchase moments.
Over a period of six months, creators produced three distinct story sets, each aligned with different phases of user behavior: pre-Ramadan, during Ramadan, Eid, and post-Ramadan.
The first wave of story sets focused on new customer acquisition, using formats that drive discovery and first-time purchases.
In the lead-up to Ramadan, content centered around restocking routines, tapping into a trending format that naturally supports discovery and consideration.
During Ramadan, creators highlighted last-minute orders and daily needs, positioning Ninja as the immediate solution in moments of urgency.
The following wave focused on repeat orders and habit-building, reinforcing Ninja as part of ongoing routines rather than a one-time purchase.
Around Eid, content shifted toward hosting, gatherings, and gifting needs, capturing another peak in purchase behavior.
Post-Ramadan, creators focused on everyday usage and recipe-based content, strengthening long-term relevance beyond the season.
Organic content built trust through native creator storytelling, while high-performing assets were amplified through Snapchat’s paid ecosystem, allowing for more precise targeting and stronger conversion opportunities.
To maintain consistency and avoid creative fatigue, creator briefs were intentionally refreshed on a weekly and bi-weekly basis as part of the campaign structure. This ensured creators stayed aligned with evolving user behavior, seasonal moments, and high-performing content angles throughout the program.
Data & Impact
As an always-on program, performance was enhanced through consistency and efficiency rather than one-time spikes.
The campaign maintained continuous relevance across key Ramadan purchase periods, influencing user behavior by turning first-time purchases into repeat orders and reinforcing Ninja as part of everyday buying habits.
Conclusion
For Quick Commerce, the goal is to build a habit.
Ramadan creates a peak moment for customer acquisition, with increased grocery demand, last-minute orders, and higher purchase frequency. But the real value comes after, when those first-time customers turn into repeat users.
As customer acquisition often comes with a high initial cost, long-term success depends on increasing customer lifetime value (CLTV) through repeat orders and consistent usage.
This approach focused on consistency over spikes, using an always-on creator system to stay present from Ramadan prep to post-Eid routines.