CASE STUDY
Alexa Learns Ramadan for Amazon
152K+
views
π THE SCOREBOARD
Watch it, then check the receipts
C4ycRbHI_0K
π― Brand target: 120K views
Delivered 152K Β· 127% of target β
152K
π views
4.9K
β€οΈ likes
178
π saves
112
π¬ comments
14.4s
β±οΈ avg watch
68%
π came back
VS. THE INDUSTRY π
Watch time
Flagged Higher by Instagram
Engagement
4.3% like rate Β· 3Γ the norm
New followers
All attention pushed to the brand
Ramadan-home audience
Families living the Alexa use case
πΈπ¦ KSA launch audience
Timed for the Saudi debut
πΈ ON SET
Straight from the shoot
βΆ
Watch the campaign
π― The problem
Amazon needed Saudis to see Alexa as part of daily life from day one of the Saudi launch, not as an imported gadget.
π‘ The idea
Alexa joins the Ramadan routine. A comedy sketch where the assistant handles the season's chaos, from prayer-time questions to iftar countdowns, and quietly makes the house run easier.
π¬ The execution
A home-set sketch with the Echo Show woven into every beat: real Ramadan moments, natural Arabic commands, and the device answering on camera.
The results π
152K+
views
β€οΈ 4.3% like rate Β· Higher
β±οΈ 14.4s avg watch
π¬ 5.2K+ interactions
WHY IT WORKED π§ͺ
The anatomy of the joke
01
Launch the habit, not the gadget
Alexa arrived in Saudi feeds inside the one routine nothing competes with: a Ramadan household. Prayer-time questions and iftar countdowns made the device part of the season before it was part of any pitch.
02
The demo hid inside the comedy
Every joke doubled as a feature test: real Arabic commands, answered on camera by the Echo Show. Viewers watched a sketch and left knowing exactly what the device does at home.
03
The numbers called it native
A 14.4-second average watch and a 4.3% like rate, triple the typical reel, both flagged Higher by Instagram. 152K views against a 120K target closed the launch at 127%.
π‘ KEY TAKEAWAY
Launching a product means launching a habit. Show the habit inside the culture and the product explains itself.
Let's Create Something Legendary Together!
.svg){kind=logo}
Saudi comedy creator turning ads into entertainment. 10.2M+ followers and 45.3M+ monthly reach across the Arab world.
mail@Abdoh4Magic.com Β· Riyadh, Saudi Arabia
Saudi Media License (Mawthooq) No. 726861
Β© 2026 Abdullah Jamil Β· The Creative Content Creation Company LLC Β· Riyadh, Saudi Arabia