Wallan and Geely case study: data-led automotive content that lifted paid media CTR by 40%

Reading the numbers behind paid and social content in Saudi Arabia’s competitive car market, then changing the creative to match.

Automotive marketing
Performance analysis
Creative optimisation

In short

For Wallan Trading’s Geely brand in Saudi Arabia, Rania Jamal analysed paid media and social content performance, then used engagement and click-through insight to change creative and distribution. Paid media CTR rose 40%, priority content performance rose 43% and overall engagement rose 7% within 30 days.

+40%

Paid media click-through rate
+43%

Priority content performance
+7%

Overall engagement in 30 days

At a glance

Client: Wallan Trading (Geely)
Role: Social Media Intern
Period: Dec 2024 to Jan 2025
Location: Riyadh, Saudi Arabia
Industry: Automotive distribution

In this case study

Data-led automotive content optimisation

Discuss a strategy consulting project

The brief

Car buyers in Saudi Arabia compare a lot of brands before they visit a showroom, and most of that comparison happens on social media. For a challenger brand, every post and every paid placement has to work harder for attention.

In a two-month role at Wallan Trading, Rania looked at what the Geely content was actually doing, not what it was expected to do, and reset the creative and distribution around that evidence.

About Wallan Trading (Geely). Wallan Trading is part of Al-Dabbagh Group and one of Saudi Arabia’s leading automotive distributors, representing brands including Geely.

Data-led automotive content optimisation

The challenge

Improve digital campaign effectiveness and find content opportunities in a competitive automotive market.

The approach

Rania analysed paid media and organic social performance post by post to find where attention was being won and where it was being lost.

She used engagement and click-through insight to guide creative decisions, which formats and messages to prioritise, and distribution decisions, where and how often content ran. Content cadence and the channel mix were reset to match, and the creative strategy was reworked from end to end.

The result

Paid media CTR rose 40%, priority content performance rose 43% and overall engagement rose 7% over 30 days.

+40% Paid media CTR
+43% Priority content performance
+7% Engagement in 30 days

The fastest creative improvement usually comes from doing more of what the data says is already working.

FAQ

Questions about this work

Short answers, taken from the case study above.

What did Rania Jamal do for Wallan Trading and Geely?

As a Social Media Intern in Riyadh from December 2024 to January 2025, she analysed paid media and social content performance for Geely and used the findings to rework creative strategy, content cadence and channel mix.