The Challenge

Despite TikTok massive reach among young Saudis, the platform was still largely seen as a space for entertainment rather than meaningful content. At the same time, Saudi heritage and cultural stories were largely absent from the digital spaces where the next generation spent most of their time. The challenge was to change that perception: to make TikTok a place where culture wasn’t just consumed, but proudly discovered and shared.

The Opportunity

Social media use in Saudi Arabia is nearly universal — over 90% of young people are active online, and cultural pride consistently runs high. The conditions were right for something bigger than a campaign. Everyday scrolling could become meaningful cultural discovery. Saudi heritage could find a home in digital spaces, connecting authentically with younger audiences.

TikTok was uniquely suited for this. Its open, creator-driven ecosystem is built for discovery — content travels beyond followers, sparks trends, and invites participation. Partnering with the Ministry of Culture added the authenticity and credibility the moment required, grounding the effort in Vision 2030’s broader ambition to place culture at the heart of national identity.

The Idea

Together with the Saudi Ministry of Culture, we launched the Stories of Saudi Culture campaign — a reimagining of traditional storytelling built natively for TikTok. Cultural experts and elders shared authentic narratives. Young creators translated them into modern, short-form content. And audiences were invited to add their own voices and stories to the conversation.

The result was something more than a campaign — TikTok became a living cultural archive, bridging generations, making Saudi heritage discoverable and shareable, and giving young people a reason to celebrate it.

The Result

The campaign delivered significant uplifts in TikTok’s trust and relevance perception, with a measurable increase in its association with meaningful, culture-forward content.