WAREFA by ROSHN

ROSHN Group

Launching a second residential project is not easy, and it is even harder to create a media buzz. Located in East Riyadh, we needed to do something different for WAREFA. We sought to use both traditional and new media to tell WAREFA’s story. Traditional media targeted older age groups. In addition, we wanted to speak with younger Saudis, who primarily obtain news and insights from social media and influencers, via sources they trust. To bring this strategy to life, we engaged a well-known local influencer to showcase and highlight ROSHN’s innovative new way of living at WAREFA. The message felt authentic and resonated deeply with the audience. The results were remarkable: within just two days of the campaign, leads increased by 29.5% across ROSHN developments, demonstrating a substantial spike in interest, and 10 homes were booked in a single day, showcasing the immediate and powerful impact of our approach.