6 min
Mkhmkh: A Gaming Platform Built for Connection in Saudi Arabia
Mkhmkh is a gaming platform designed around one simple idea: the best moments happen when people play together. Whether at home, in a Dewaniya, or out with friends, Mkhmkh offers a variety of games built to make every gathering more fun, more social, and more memorable. It sits at the intersection of gaming and culture — turning ordinary get-togethers into playful, competitive experiences.
Entering the Saudi market with that promise is exciting, but it is also crowded. Entertainment apps compete for attention across every screen in the Kingdom, and awareness alone is not enough — people need to understand how a game fits into their real social lives before they download it. To break through, Mkhmkh needed more than traditional advertising. It needed authentic voices that could show the platform in action, framed around a single, memorable idea: the fun you didn't know was missing. That is where Boomerang — in association with Bold — came in.
The Challenge: Standing Out in a Saturated Entertainment Market
Launching a brand-awareness push for a gaming platform in Saudi Arabia comes with a distinct set of hurdles. KSA audiences are among the most digitally engaged in the world, but that also means their feeds are saturated with entertainment options competing for the same moments of downtime.
Mkhmkh faced three core challenges heading into the campaign.
Explaining a social product through a screen. Mkhmkh's magic lives in the room — the laughter, the competition, the shared moment between friends and family. Communicating that energy through short-form content is difficult. Static promotion or a simple feature list would never capture why the platform is fun. Audiences needed to see the gameplay unfold in a setting they recognised.
Reaching a broad, multi-generational audience. Unlike many gaming products that target a narrow demographic, Mkhmkh appeals to Gen Z, Millennials, and Boomers alike — anyone who enjoys group games during family gatherings and Dewaniyas. Speaking authentically to such a wide audience without diluting the message required careful creator selection and culturally grounded content.
Turning awareness into downloads. A brand-awareness campaign is only valuable if it moves people to act. Mkhmkh needed influencers who could generate genuine interest and prompt immediate app downloads, with clean tracking to prove the connection between content and installs.
Without a strategy rooted in authenticity and cultural relevance, Mkhmkh risked blending into the noise — seen but not understood, and certainly not downloaded.
Boomerang's Strategic Solution: Authentic, Creator-Led Gameplay
Boomerang built the campaign on a clear principle: show the game the way real people would actually play it. Rather than briefing influencers to deliver polished promotional spots, the strategy centred on authentic, creator-led gameplay content that placed Mkhmkh inside the exact social settings it was made for — family gatherings, Dewaniyas, and casual moments with friends.
This authenticity-first approach was deliberate. When a trusted creator genuinely enjoys a game and shares that moment with their audience, the content reads as a recommendation, not an advertisement. For a platform whose entire value is social connection, that distinction was everything.
A Three-Phase Framework
Boomerang structured the campaign across three deliberate phases:
- Phase 1 — Visibility & Awareness. Partner with diverse macro influencers to put Mkhmkh in front of engaged KSA audiences and build word-of-mouth around the app.
- Phase 2 — Performance Tracking & Constant Awareness. Monitor UTM links to measure engagement and downloads, identify the best-performing content, and refine scripts to keep content diverse across platforms.
- Phase 3 — Influencer Impact to Loyalty. Nurture long-term relationships with the creators who delivered the strongest results, building a repeatable roster for future activations.
Macro Influencer Activation with Cultural Relevance
Boomerang deployed a focused roster of three macro influencers, all based in Saudi Arabia and all chosen for their genuine connection to lifestyle, family, and gaming content. Macro creators offered the ideal balance for this campaign — broad, high-quality reach combined with the trust and relatability that drives real engagement rather than passive views.
Each creator was selected for their relevance to the moments Mkhmkh is built around, with audiences skewing toward the family gatherings and friend groups where the app naturally belongs. Crucially, each influencer was briefed to showcase a different game on the platform, giving audiences multiple angles on Mkhmkh and reinforcing its "a place for everyone" positioning.
Vetting Built on Relevance and Real Engagement
Follower count was never the deciding factor. Boomerang evaluated every creator against a set of non-negotiable criteria: audience alignment, content quality, engagement rate, KSA audience concentration, and authentic audience connection. The team analysed how each influencer's community actually interacted with their content — prioritising creators with strong Saudi-based audiences and genuine engagement over inflated but passive follower counts.
Content Strategy: TikTok Videos and Snapchat Stories
The campaign's primary formats were TikTok videos and Snapchat Stories — two platforms perfectly suited to KSA's Arabic-speaking, mobile-first audience. TikTok gave creators a dynamic, trend-driven canvas to showcase Mkhmkh's games through skits, challenges, and reactions that highlighted the fun of group play. Snapchat Stories added a real-time, unfiltered layer, integrating Mkhmkh into creators' everyday routines and making it feel like a natural part of their lives.
Each creator's deliverables combined an Instagram Story and Reel, a Snapchat series, and a TikTok video — all scripted and approved by Boomerang before going live to protect brand consistency. Every piece included a clear call to action showing how easy Mkhmkh is to download and play, plus UTM-tracked links so the team could attribute installs directly to influencer content.
Execution: Structured Briefs, Diverse Content, Tracked Results
Boomerang's execution process was designed to keep quality high and messaging consistent while giving each creator room for their own authentic style.
Every influencer was onboarded through a structured brief covering content guidelines, key messaging pillars, the specific Mkhmkh game to feature, and a posting schedule. Draft content was reviewed and approved before publishing — critical for a brand-awareness campaign where first impressions shape how a new app is perceived. Across the campaign, the three creators produced 49 pieces of content, distributed across TikTok and Snapchat to sustain a consistent presence rather than a single burst.
Throughout, performance was tracked using UTM links, unique engagement monitoring, and Mkhmkh's internal attribution — giving the team a clear, data-backed view of which creators and formats drove the most views, interactions, and downloads.
Results: 920K Views, 2.7M Reach, and 29K Interactions
The numbers confirmed that the authenticity-first strategy worked. With just three carefully selected macro creators, Mkhmkh's influencer marketing campaign delivered outsized brand-awareness results across TikTok and Snapchat.
- 920K+ content views — high-volume visibility during peak gathering season.
- 2.7M followers reached — broad, relevant exposure across the creators' combined audiences.
- 29K+ total interactions — likes, comments, shares, saves, and replies proving the content resonated.
- 49 pieces of content — a sustained, multi-format presence across the campaign window.
Just as importantly, the campaign positioned Mkhmkh in the KSA market as a fun, social, easy-to-use platform for group play. By showing the games in the settings audiences already gather in — homes, Dewaniyas, and friend groups — the content made Mkhmkh feel like a natural part of Saudi social life.
Influencer-by-Influencer Performance
Each of the three creators brought Mkhmkh to life through a distinct, authentic approach:
Abdullah Algafari highlighted the excitement of playing with his family, capturing fun moments and genuine competition that resonated with his diverse audience — and delivered the campaign's single largest reach, with 177K total impressions on his TikTok video alone. Yasser Taher presented the game through an energetic, adventurous lens, playing with a group of friends and demonstrating the playful spirit of lively challenges. Mayar Khalid, a beauty and lifestyle creator with a large, highly engaged following, shared the game in a warm family setting alongside her brother, reaching audiences who follow her for both her fashion content and her humorous, relatable style.
Together, the three influencers proved that a small, well-matched roster can outperform a large one — each adding personality, relatability, and connection in a way that aligned naturally with their identity and audience.
What Worked: Lessons from the Mkhmkh Campaign
Three tactics stood out as the most impactful elements of the campaign.
Authentic, creator-led gameplay content was the single biggest driver of success. When audiences saw creators they trust genuinely enjoying Mkhmkh with friends and family, the desire to try it themselves became real. Showing the product in its natural social setting outperformed any polished promotional approach.
Choosing relevance over volume proved that a small, well-vetted roster can deliver outsized results. Three macro influencers with genuinely aligned KSA audiences generated 920K views, 2.7M reach, and 29K interactions — a reminder that engagement quality and cultural fit matter more than the number of creators activated.
Different games, different creators kept the campaign fresh. By assigning each influencer a distinct game and letting them film in their own style, Boomerang produced 49 varied pieces of content that reinforced Mkhmkh's "a place for everyone" positioning rather than repeating a single message.
Looking Ahead: Building on Mkhmkh's Momentum
The Mkhmkh campaign showed that a gaming platform can build meaningful awareness and drive downloads in Saudi Arabia when the influencer strategy is grounded in authenticity, cultural relevance, and the right creator mix. Three macro creators delivered results that many campaigns achieve only with far larger rosters.
Several expansion opportunities stand out. Boomerang's Phase 3 loyalty model points to re-engaging the top-performing creators — like Abdullah Algafari — as long-term Mkhmkh partners for future activations. Introducing micro and nano influencers alongside macro creators would test cost efficiency and add niche community credibility. And extending the campaign beyond a single seasonal push would sustain awareness and compound engagement over time.
For gaming platforms, entertainment apps, and lifestyle brands looking to make an impact in Saudi Arabia and the wider GCC, the Mkhmkh campaign is proof that the right influencer strategy — executed with authenticity and precision by the right influencer marketing agency — can turn a product into a shared social moment.
FAQ
How many influencers did Boomerang use for the Mkhmkh campaign?
Boomerang activated three KSA-based macro influencers — Abdullah Algafari, Yasser Taher, and Mayar Khalid — each selected for their genuine connection to lifestyle, family, and gaming content. The campaign proved that a small, highly relevant roster can outperform larger activations.
What results did the Mkhmkh influencer campaign achieve?
The campaign generated more than 920,000 content views, reached 2.7 million followers, and drove over 29,000 total interactions across TikTok and Snapchat, from 49 pieces of content — all tracked through UTM links and Mkhmkh's internal attribution.
Which platforms were used for the Mkhmkh campaign?
The campaign ran primarily on TikTok and Snapchat — ideally suited to Saudi Arabia's Arabic-speaking, mobile-first audience — with creator deliverables also spanning Instagram Stories and Reels.
Who was the target audience for Mkhmkh?
The campaign targeted Gen Z, Millennials, and Boomers across KSA who enjoy group gaming during family gatherings and Dewaniyas — a broad, multi-generational audience that values shared moments and casual fun.
How did Boomerang measure campaign success?
Success was tracked using UTM links to monitor engagement and app downloads, unique per-creator performance data, and Mkhmkh's internal attribution — giving a clear view of how influencer content translated into installs and interactions.