INNOPROM
Building high-impact media visibility and precision B2B demand for an international industrial exhibition in Saudi Arabia.
Client
INNOPROM Saudi Arabia
Category
INNOPROM is an international industrial exhibition held in Riyadh, bringing together government officials, investors, business leaders, and industrial decision-makers from across the region. Encore was tasked with building a strong digital and media presence in Saudi Arabia, increasing awareness around the event, and attracting a highly relevant B2B audience in a very limited timeframe.
- Build strong media and digital visibility for INNOPROM in Saudi Arabia.
- Position the exhibition as a serious B2B platform for investors and decision-makers.
- Reach priority professional audiences despite external and timing constraints.
- Combine paid media, organic media, and targeted digital campaigns into one coordinated launch system.
1 — Built a combined digital and PR launch strategy
We developed an integrated approach that combined precision-targeted digital campaigns with PR and large-scale media coverage. The goal was not just reach, but trust, authority, and relevance within the Saudi business environment.
2 — Launched B2B-focused paid campaigns across tested audiences
We tested audience groups, geographies, and language segments with a clear focus on Saudi Arabia. Campaigns were built around business leaders, investors, buyers, and key KSA cities including Riyadh, Jeddah, Dammam, Mecca, and Khobar. Ads ran in both Arabic and English to compare behavioural response and cost efficiency.
3 — Structured and optimized performance campaigns under time pressure
Across the campaign structure, we launched 7 ad campaigns, tested 15 audience groups, and built 32 creative combinations. This allowed us to identify the most efficient audience-message matches and quickly scale the strongest-performing setups.
4 — Secured authoritative media coverage across KSA and the wider region
We delivered a PR and media presence across both paid and organic media, with publications in Arabic and English. Media placements reached audiences in Saudi Arabia and the wider Middle East, and some materials gained additional syndication through major news aggregators including MSN News.
Results & Impact
Audience reach
29 media publications were secured, including 24 organic placements, with total media reach of 542,968,741 and social media reach of 11,452,700. The project also reached 271,515 unique users through Meta ads.
Performance efficiency
The total ad spend reached 28,075 AED and generated 1,008 leads. Average CPL came in at 37.22 AED against a planned CPL of 40 AED, while the best-performing combinations achieved CPL at the 12–15 AED level.
Market-specific learning
Arabic-language campaigns performed more efficiently than English-language campaigns, with Arabic CPL in the 15–20 AED range versus 30–40 AED in English. This gave the project a clear direction for future scaling and language prioritisation.
Brand authority and business relevance
Coverage appeared in recognised Saudi and regional titles including MSN News, Sabq, Okaz, Arab News, Asharq Business, Nabd, Travel & Tour World, Zawya and others, helping strengthen trust, expand visibility, and reinforce INNOPROM’s positioning as a high-level B2B industrial platform in the region.