6 min
The Client: eufy by Anker
eufy is Anker's smart home brand, best known across the Middle East for its robot vacuums alongside a wider range of home cleaning, security and everyday-living products. In the GCC, eufy holds a leading position in robotic vacuums — but category leadership and everyday familiarity are two different things.
Anker briefed Boomerang to defend that leadership position in three markets at once, and to do it without a single hard-sell product demo. It is the same challenge we worked through on our smart home influencer campaign in Saudi Arabia, approached here at GCC scale.
The Challenge: Proving a Product That Sells on Trust
Robot vacuums are a considered purchase. Buyers want to see the device working in a home that looks like theirs, used by someone whose word they take seriously. That created three challenges for the campaign.
- Category leadership needed reinforcing, not announcing. eufy was already the No. 1 robotic vacuum brand in the region. The job was to keep that position top of mind against fast-moving competitors in the same aisle.
- Three markets, one brand story. UAE, Saudi and Qatari households differ in home type, family structure and content taste. A single creative template would have flattened all three.
- Demonstration content reads as advertising. Feature walkthroughs perform poorly on Reels, where short-form video rewards story over specification. The product had to earn its screen time inside something the audience was already watching for its own sake.
The Strategy: Real Homes, Real Moments, No Sales Pitch
Boomerang built the campaign around scenario-led storytelling rather than product demonstration. Four decisions shaped it.
- Lifestyle creators over tech reviewers. Selection prioritised creators with genuine home, family and everyday-life content — people whose feeds already showed the inside of their homes. Vetting covered audience relevance and in-market follower share, content fit and relatability.
- Creator-written scenarios. Each creator developed their own narrative from a shared brief. Boomerang set the message and the guardrails; the creator set the situation, the dialogue and the tone their audience expects.
- Product as the resolution, not the subject. In every asset, eufy enters as the answer to a problem the story has already created — a spilled drink, a rushed suhoor, guests arriving in an hour. Features were shown through behaviour, not narration.
- TikTok as an amplification layer. Five creators extended their Instagram Reel into a TikTok video, adding a second audience to the same creative investment.
Seasonal timing was built into the concepts. Several creators anchored their scenarios in Ramadan hosting — preparing iftar, hosting suhoor for friends, getting a home ready for a large gathering — which put the product inside the busiest, messiest moments of the year.
The Execution: 11 Creators, 16 Assets, Three Markets
Six creators activated in the UAE, four in Saudi Arabia and one in Qatar, spanning macro (100K–1M followers) and mega (1M+) tiers.
The creative range is what carried the campaign. Layla Fardoun contrasted a 1990s household scene against a modern one to dramatise the difference the product makes. Yasmeen Al Shafai played both sides of a conversation between friends about how one of them keeps a spotless home with children. Abdullah and Yasmeen built a comic exchange around a husband promising to clean up after a suhoor gathering, then doing it badly. Sarah Al Ghamdi took on a full-home reset before hosting roughly 20 guests.
Each of those is a story first. The product appears where it belongs.
The Results: Awareness Delivered at Scale
Full campaign performance, with a breakdown by market and platform. More of our work is in the Boomerang case study library.
Saudi Arabia delivered the largest share of reach from the smallest creator group — a direct result of pairing high in-market audience share with TikTok distribution.
TikTok made up 31% of assets and 31% of reach — but 36% of total interactions, generating roughly 22% more interactions per asset than Instagram. That single ratio is the clearest strategic signal the campaign produced.
How We Measured Success
Success was defined by visibility, engagement quality and sentiment rather than direct sales — the kind of actionable KPI set an awareness brief needs. Tracking covered impressions and reach, interaction types (likes, shares, reposts, comments), engagement rate benchmarked against each creator’s own historical average, and qualitative audience sentiment in comments.
Benchmarking against each creator’s personal average matters. A 2.16% campaign average across mega and macro tiers is strong on its own, but the more useful read is that several creators outperformed their own norms — Layla Fardoun, Sarah Al Ghamdi, Marwa Hassan and both TikTok extensions all landed above benchmark, which points to the creative, not the audience size, doing the work.
Why It Worked
Creator fit came before creator size. The single largest account in the campaign (2.6M followers) delivered 163K impressions. A creator with 116K followers delivered 698K on Instagram and another 414K on TikTok. In influencer marketing, audience relevance and in-market share beat raw follower count — consistently, and it is why the macro versus mega decision should start with audience data rather than reach targets.
Scenario beat demonstration. Content built on a real household problem — a dropped plate, a spilled coffee, a home that has to be guest-ready in an hour — held attention long enough for the product to matter. Nothing in the campaign opened with a feature list.
Creative autonomy inside a clear brief. Boomerang defined the message and reviewed every concept; creators wrote the situation. That balance is why 16 assets read as 16 different lives rather than 16 versions of one script.
The second platform was nearly free. Five creators repurposed their concept for TikTok. It cost a fraction of a new activation and returned 2.68M additional views at a higher interaction rate.
IMAGE 4 — Market map: simple GCC map with impression totals per market (KSA 4.37M, UAE 3.42M, Qatar 900K). Alt: "eufy campaign reach by market — Saudi Arabia, UAE and Qatar".
What's Next for eufy in the GCC
Three directions came out of this campaign, and they apply to any smart home brand scaling in the region.
- Make TikTok a primary channel, not an add-on. The per-asset interaction advantage justifies briefing TikTok-first concepts rather than treating the platform as a repost destination. [EXTERNAL LINK: cite a current DataReportal or Statista figure on TikTok penetration in KSA and the UAE]
- Plan reminder content past the launch post. Follow-up Instagram Stories from the same creators sustain visibility after the initial spike, at minimal incremental cost.
- Broaden the creator mix and secure usage rights. A wider tier spread reaches new audience segments — the approach behind scaling reach across the GCC — and paid usage rights let the brand run high-performing creator content across its own channels well past the campaign window.
Frequently Asked Questions
How many views did the eufy campaign generate?
8.68 million total views across 16 assets, averaging approximately 542.7K views per asset, alongside 187.5K interactions at a 2.16% average engagement rate.
Which markets and platforms did the campaign cover?
The United Arab Emirates, Saudi Arabia and Qatar, using Instagram Reels as the primary format with TikTok videos as an amplification layer. Saudi Arabia delivered the highest share of reach at 4.37M impressions.
How many influencers were involved?
Eleven macro and mega lifestyle creators — six in the UAE, four in Saudi Arabia and one in Qatar — producing 11 Instagram Reels and 5 TikTok videos.
Why use lifestyle creators instead of tech reviewers for a smart home product?
Robot vacuums are bought on trust in real-world performance. Lifestyle creators show the product inside genuine home routines, which builds credibility faster than a specification walkthrough and performs better on short-form video.
Does this approach work for other product categories?
Yes. Scenario-led creator storytelling transfers to any category where the purchase depends on seeing the product used in real life — home appliances, automotive, fintech, beauty and food among them.
How does Boomerang select influencers for GCC campaigns?
Selection is based on in-market audience share, category relevance, content style, engagement quality against the creator’s own historical benchmark, and how naturally the brand can be integrated into their existing format.
Related Reading
Planning something similar? These guides cover the decisions behind a campaign like this one.
- How to run influencer marketing campaigns in the UAE and GCC — the end-to-end campaign framework.
- Which social platforms influencers actually perform on in the GCC — where your audience is, market by market.
- Setting an influencer marketing budget in the Gulf — how to split spend across tiers and markets.
- Influencer rates in Dubai — what macro and mega creators cost, and what that buys.
- The most-followed TikTok creators in the UAE and GCC — the roster behind the platform recommendation above.
Ready to Launch Your Campaign?
Boomerang runs influencer marketing services for brands across the UAE, Saudi Arabia and the wider GCC — from creator sourcing and vetting through concept development, execution and performance reporting. We also handle talent management for creators building long-term brand partnerships.
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