Mada — Social Engagement (YouTube & LinkedIn)
Drive engagement for Mada across YouTube and LinkedIn.
20,678
LinkedIn impressions
122
LinkedIn clicks
0.59%
LinkedIn average CTR
The Client
mada is Saudi Arabia's national payment network — a brand people already use daily, which made this less about introducing mada and more about earning real engagement with its content.
The Goal
The goal here was engagement, not cold awareness — a meaningfully different bar, since the content had to earn attention from an audience that already recognizes the brand.
Our Role
Second Screen ran this as a Media Buying campaign, activating specifically on YouTube and LinkedIn — a platform pairing built for a finance-sector audience rather than a broad consumer mix.
Our Solution
YouTube and LinkedIn aren't the default pairing for most Gulf paid social briefs, but they fit a finance-sector engagement goal: YouTube for reach and format flexibility, LinkedIn for a more professional, finance-literate audience. The LinkedIn numbers above — a 0.59% average CTR on close to 21,000 impressions — reflect a smaller, more deliberately chosen audience over a broad consumer sweep, consistent with the engagement objective this campaign was built around.