Helping Kérastase stand out during Ramadan through sequential storytelling on Meta

Kérastase launched its Ramadan Meta campaign across the UAE and KSA to maintain brand relevance during one of the most competitive media periods in the region. With high advertising clutter and strong competition for audience attention, the challenge was to keep Kérastase visible and memorable throughout Ramadan, rather than creating only a short awareness peak.

The campaign used Ramadan-themed influencer stories that naturally integrated different Kérastase products into relatable moments, such as salon visits and styling hair with friends during Ramadan nights.

To succeed, Kérastase needed a media approach that could build awareness, strengthen message recall, and drive action intent across the full Ramadan period.

Strategy

The strategy started with a teaser using Meta Moment Maker to build pre-Ramadan buzz, followed by four connected influencer-led episodes activated through Story Builder. Each episode acted as a new chapter in the Ramadan storyline, allowing the campaign to maintain momentum and keep audiences engaged over time.

Story Builder enabled Acquisit to retarget engaged viewers from one episode to the next, creating a connected journey rather than isolated ad exposure. This helped Kérastase maintain relevance across the campaign period and guide audiences through the full Ramadan story.

In KSA, the teaser was activated through a three-day pre-Ramadan Moment Maker burst to generate awareness and anticipation before the episodes launched.

Meta Value Rules, which allow advertisers to assign greater value to specific audiences or placements, were used to prioritize Instagram based on its relevance to the campaign. This resulted in 60% of spend being directed toward Instagram and 40% toward Facebook, while keeping all placements active to balance relevance and incremental reach.

Execution

The campaign was activated across the UAE and KSA, targeting women aged 18+ interested in beauty and hair-related concerns. Both prospecting and engaged audiences were used to support reach while allowing the campaign to build continuity through retargeting.

Acquisit led the media strategy and campaign implementation, from audience planning and Meta solution setup to ongoing optimization, measurement, and reporting.

Both markets followed the Story Builder approach, while KSA also included the three-day pre-Ramadan Moment Maker teaser. Moment Maker is Meta’s high-impact solution designed to build visibility around key cultural moments, while Story Builder enables brands to deliver multiple creative chapters sequentially over time. 

For Kérastase, the two worked together: Moment Maker created the initial burst of attention, while Story Builder carried audiences through the four connected Ramadan episodes based on their previous engagement. 

The campaign used one teaser and four connected influencer-led video episodes. Each episode featured a different product within a Ramadan-themed storyline and was distributed across placements such as Instagram and Facebook Reels, stories, and in-feed.

Creative diversification played an important role in keeping the campaign fresh. Different influencers, products, scenarios, and episode creatives helped avoid repetition, while the shared storyline and sequential retargeting connected all assets into one campaign journey.

Results & Impact

The campaign significantly outperformed EMEA benchmarks across key brand metrics. In the UAE, Kérastase achieved a +17.5-point lift in ad recall, performing 2.5x above the benchmark. The campaign also achieved a +4.8-point lift in brand awareness, performing 1.2x above the benchmark.

In KSA, the campaign achieved a +5.0-point lift in ad recall, alongside a +14.4-point lift in brand awareness, performing 3.7x above the benchmark. It also recorded a +4.2-point lift in action intent, performing 2.6x above the benchmark.

The results were measured through separate Meta Brand Lift Studies in the UAE and KSA, which assessed incremental lift in ad recall, brand awareness, and action intent.

Conclusion

For Kérastase, Acquisit helped turn Ramadan media activity into a connected upper-funnel campaign that sustained relevance throughout the period and delivered measurable brand lift in the UAE and KSA.

By combining a high-impact teaser, sequential influencer storytelling, retargeting, controlled frequency, and Value Rules, Kérastase outperformed regional brand benchmarks and demonstrated the value of an advanced media strategy during one of the region’s most competitive advertising seasons.