Client
Twinings
Case Study · FMCG · KSA
Twinings — FMCG awareness at scale across KSA.
A premium tea brand needed consistent, large-scale reach in Saudi Arabia. SmartView programmatic delivered 24 million impressions on a 22.8 million booking — 5.3% over plan.
The challenge
Premium FMCG at scaled reach — without diluting the environment.
Heritage tea is a considered, quality-led purchase. A pure CPM play would have hit the reach number, but at the cost of creative environment and brand perception.
The plan had to deliver impression scale while keeping the brand in content-quality environments — lifestyle, food, wellness and premium news.
The strategy
Scale, without sacrificing environment.
Category + lifestyle audiences
SmartView layers focused on premium tea drinkers, wellness and lifestyle audiences — avoiding indiscriminate reach-buy.
Premium content filtering
Inventory filtered to high-quality food, lifestyle and wellness publishers — no low-quality MFA supply.
Pacing for peak reach
Delivery paced to peak in-market visibility across key FMCG moments — daytime and family dayparts in KSA.
The results
24 million impressions. 5.3% over plan.
24,000,000
Impressions delivered
vs 22.8M booked
+5.3%
Over-plan
scale delivery
100%
Premium supply
lifestyle & food
KSA
Market-wide
awareness reach
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