A Three-Layered Approach to Success & Scale on X.com
Campaign Overview
For Saudi digital bank, STC Bank, 2025 was a big year – after their transformation from a digital wallet known as stc pay into a more fully fledged bank, it was imperative for them to raise awareness for this shift and build up their new brand in the minds of Saudi consumers. STC’s agency UM worked with Platformance to devise a campaign that combined three levers on the X Platform to achieve that:
This layered approach ensured the brand’s content travelled further, drove increased engagement and reached new audiences.
Our Approach
Platformance built upon STC Bank’s existing organic posts:
- These were both extended with targeted paid media activation directly through the X ads manager and amplified with influencer activations.
- Influencers helped drive additional awareness and visibility, complementing the paid amplification on X.com. They were selected based on their track record of producing engaging content and, above all, posting frequently on X.com, demonstrating that they were actively interacting with their audience
The Results
The campaign delivered
+28% Impressions and +19% Unique Reach
than comparable organic-only campaigns. Validating the approach of using paid media in combination with influencers to unlock more scale.
24% Higher Engagement Rate
than comparable organic-only posts, with influencer content outperforming brand posts. This proved the power of curated creator content in swaying users.
21% Higher Video Completion Rate
than the brand’s average VCR. This uplift emphasized the connection built up with consumers.
The Impact
" Partnering with Platformance on the STC Bank campaign was truly impactful for us. Their cohesive, three-layered strategy on X.com - blending organic content, paid amplification, and creator-driven storytelling, unlocked the scale and engagement we were aiming for. The collaborative approach not only elevated our reach and performance across key KPIs but also demonstrated how smart integration of influencers and paid media can meaningfully transform outcomes for a major brand shift like STC Bank."
Devendra Pandey
Digital Manager | UM MENAT
