JOOD ESKAN 2 Campaign

Background
Jood Eskan is an initiative of the Housing Development Foundation, engaging individuals and organizations in charitable housing through a digital platform that ensures transparency, accuracy, and professionalism in giving.
The Challenge
Ramadan is the most competitive season for charitable giving in Saudi Arabia, with countless campaigns vying for attention. Our challenge was to break through the noise and mobilize SAR 900 million in donations. The campaign had to resonate with Saudis aged 18–55 across all 13 regions in a way that felt personal, cultural, and truly local.
The Insight
Through community listening and cultural exploration, one word stood out: “Waqfah” — a powerful term meaning to stand by others without being asked. It reflects core Saudi values: generosity, solidarity, and dignity. This became our strategic anchor — not just an insight, but a cultural unlock.
The Solution
We turned charity into a source of national pride. The campaign was decentralized by design, allowing every region to participate meaningfully. We launched “Charity Needs a Stand” (Waqfat Al-Jood)—a purpose-led platform rooted in regional, emotional, and faith-based storytelling. A hero film set the tone, rejecting conventional charity marketing for a call to real action, supported by 180+ creative assets optimized daily through smart targeting, A/B testing, and performance media.
The Results
The 2025 campaign exceeded expectations in both fundraising and reach:
● SAR 1.84 billion total donations raised
● 51.6% increase in individual donors
● Over 281,000 donations during Ramadan
● Influencer efforts generated SAR 5.3M, with 100+ creators
● 3.4 billion total impressions across all media channels
● Website visits up 124%, reaching 12 million for the first time
● Top SEO keyword: "جود" with 16.5% conversion rate
● CTR rose from 0.8% to 4.93%, CPC dropped 75%+
● Search ad conversion up 449%, ROAS up 142%
● Organic search traffic grew 450%+
● Average donation value up 700%