6 min
soundcore by Anker asked Boomerang to launch its Liberty Buds earbuds in Saudi Arabia, and this tech influencer marketing case study shows how it went. In one month, 16 creators in KSA and the UAE published 28 Instagram Reels, Snapchat Spotlights and TikToks. Together they earned 2.14M views, 37.7K interactions and a 1.76% average engagement rate.
The Client: soundcore by Anker, Accessible Premium Audio
soundcore is the audio brand of Anker, the consumer electronics group behind chargers, power banks and the eufy smart home range. Its promise is simple: premium features, comfort and everyday usability at an accessible price. Liberty Buds carry that promise into true wireless earbuds, with Active Noise Cancellation, long battery life and a comfortable fit.
Saudi Arabia was the priority launch market. Its audience of urban, mobile, tech-aware consumers aged 22–40 – commuters, office workers, travellers and value-driven shoppers – matches the product closely. The UAE, with its strong lifestyle and tech audience, was added during the campaign to widen regional reach.
The Challenge: Selling "Premium" Without the Premium Price Tag
Wireless earbuds are one of the most crowded categories in consumer tech. soundcore needed Saudi audiences to see Liberty Buds as a smart premium choice, not just a cheaper alternative. That created four concrete obstacles:
- A crowded category. Shoppers compare earbuds against well-known, higher-priced flagships, so features alone do not stand out.
- A launch with no local proof yet. As a new arrival in the Saudi market, Liberty Buds needed trusted local voices to explain why they were worth trying.
- A positioning trap. The brief was to show "accessible premium" value without the message sliding into "budget".
- Several platforms, one story. The launch ran on Instagram and Snapchat, two of the social media platforms in the GCC that matter most for Saudi reach, so the message had to work in both feeds.
The Strategy: Real Creators, Real Routines, Real Value
Boomerang built an awareness-first launch around one idea: let trusted tech and lifestyle creators show Liberty Buds working in their own daily routines. Instead of a spec sheet, audiences saw the earbuds in real-life usage moments. The plan followed our data-led campaign approach, with the platform and creator mix set against the launch objective.
Pillar 1: Launch Awareness in Saudi Arabia
The core of the campaign was a wave of Instagram Reels from 13 Saudi creators. Reels gave the product discovery reach beyond each creator's followers, which matters for a product the market had not yet seen.
Pillar 2: Everyday-Use Storytelling
Every brief steered creators towards personal experience rather than technical claims. Creators showed how the earbuds fitted their day and talked through comfort, sound, Active Noise Cancellation, battery life and value against pricier options.
Pillar 3: Cross-Platform Reach Across Snapchat and TikTok
Snapchat Spotlight videos extended the launch to Snapchat's large Saudi audience. Boomerang then added a TikTok push from eight creators, putting the same story in front of a third, discovery-led feed.
Influencer Selection: Credibility Before Follower Count
Boomerang combined mega, macro and micro creators with strong relevance to tech-aware audiences – a mix we explain in our guide to micro vs macro influencers. The final line-up included 2 mega, 7 macro and 7 micro creators.
Creators were vetted on three criteria: audience relevance to tech and lifestyle, content credibility, and the ability to explain a product clearly and naturally. Two UAE-based lifestyle creators were added beyond the original proposal to support wider regional visibility.
Creative Direction: Show the Earbuds in Daily Life
The content strategy prioritised short-form vertical video: Instagram Reels, Snapchat Spotlight and TikTok. Briefs gave creators the key messages – comfort, performance, usability and accessible premium value – while leaving room for their own voice. The tone stayed conversational and relatable, so the content felt like a recommendation rather than an advert.
This was an awareness launch with no discount codes or tracked links in the brief. Success was measured on reach, engagement and audience response.
The Execution: 16 Creators, 28 Assets, 2 Markets
Boomerang ran the launch as a single one-month flight. Every creator went through the same onboarding: a campaign briefing, written content guidelines and an agreed posting schedule. That kept 16 different voices on one message while each video still sounded like the creator who made it.
The output was 28 short-form videos:
- 15 Instagram Reels – the backbone of the launch, from 13 Saudi creators and 2 UAE creators.
- 5 Snapchat Spotlight videos – from four macro creators and one mega creator in Saudi Arabia.
- 8 TikTok videos – an extra push from seven Saudi creators and one UAE creator, carrying the launch story to TikTok's discovery feed.
Live campaigns rarely run perfectly. One Snapchat Spotlight was removed by the platform and later reposted, so its insights were still pending at reporting time. Boomerang kept it out of the totals rather than estimate its numbers.
Beyond the original proposal, Boomerang also activated two UAE-based creators to extend regional reach. As the table below shows, that decision reshaped the campaign's results
The Results: 2.14M Views and 37.7K Interactions in One Month
The campaign met its awareness and engagement goals across both markets:
- 2.14M total views across 28 assets
- ~76.5K views per asset on average
- 37.7K interactions, counting likes, saves, shares, reposts, comments and screenshots
- 1.76% average engagement rate
- 16 creators activated across Saudi Arabia and the UAE
Instagram delivered the reach. TikTok delivered the deepest engagement, as the platform breakdown shows.
How We Measured Success
The campaign's KPIs were content reach and impressions, audience engagement on each platform, and interactions and sentiment towards the product. Boomerang tracked each asset individually and built the totals from those post-level figures, an approach we cover in our guide to influencer campaign KPIs.
The 2.14M total-views figure is the sum of impressions reported for every measured asset. Engagement rate is total interactions divided by those impressions. Because this was an awareness launch, sales and clicks were not tracked.
Influencer-by-Influencer Performance
UAE mega creator Marjan Khodadad led the campaign with 809.4K impressions and 17.4K interactions across one Reel and one TikTok. That is 38% of all campaign impressions from a single creator.
Several Saudi micro creators beat their follower counts by a wide margin. Ibrahim Alreshaidan's Instagram Reel reached 278K impressions from an account of 17.5K followers. Tariq Al Jaser added 279K impressions across two videos, and his TikTok alone drew 4.8K interactions at a 4.10% engagement rate.
Why It Worked: 4 Lessons From a Saudi Tech Launch
Four patterns in the data explain the result. Each one shapes how we plan launches as an influencer marketing agency in Dubai working across the GCC.
1. Two UAE Creators Delivered Half the Reach
The two UAE creators produced just 3 of the 28 assets – about 11% of output. Yet they generated 48.9% of all impressions and 57.8% of all interactions, with a 2.08% engagement rate against 1.45% in Saudi Arabia.
The lesson is not to swap markets. Saudi creators built local credibility and breadth, while a small number of high-reach creators gave the launch scale. Adding them beyond the original plan was the single biggest driver of reach.
2. TikTok Earned 2.7x Instagram's Engagement Rate
TikTok was an add-on, yet it punched well above its weight. The 8 TikTok videos were 28.6% of assets and 9.4% of impressions, but they drove 22.1% of all interactions. Their 4.11% engagement rate was 2.7 times Instagram's 1.51%.
Instagram Reels were the reach engine, with 89.2% of impressions. TikTok was where audiences stopped to react, save and comment – a pattern worth building into any plan for TikTok influencer marketing in the UAE and Saudi Arabia.
3. Micro Creators Punched Above Their Follower Counts
The seven micro creators, all with under 60K Instagram followers, generated 703.7K impressions – a third of the campaign total. Two of them, Ibrahim and Tariq, each passed 275K impressions. For a product new to the Saudi market, these trusted tech voices did much of the persuading.
4. Everyday-Use Content Kept "Premium" Credible
Creators shared how the earbuds fitted into their routines instead of reading out specifications. The two mega creators posted only 4 assets but drove 40.5% of impressions and 48.5% of interactions, at a 2.11% engagement rate – the highest of any tier.
What's Next for Soundcore in Saudi Arabia and the UAE
The data points to three clear moves for the next Liberty Buds flight:
- Make TikTok a core channel, not an extra. With a 4.11% engagement rate from a late addition, TikTok deserves planned content and more creators from the brief onwards.
- Re-book the top performers and vet audiences by location. Marjan, Tariq, Muthkar, Bandar and Badr led on impressions or engagement. New creators should be screened on audience geography: the share of each Saudi creator's Instagram audience based in KSA ranged from 12.6% to 60.9%.
- Turn creator videos into always-on assets. Repurposing the best Reels and TikToks on soundcore's own channels and in paid media – one of the benefits of UGC campaigns in the UAE – would extend the launch. This needs usage rights agreed with each creator. Adding tracked links or codes would also connect awareness to sales.
Tech Influencer Marketing Case Study FAQs
How many influencers worked on the soundcore Liberty Buds launch?
Boomerang activated 16 creators: 14 in Saudi Arabia and 2 in the UAE. The line-up mixed 2 mega, 7 macro and 7 micro influencers, chosen for their relevance to tech-aware and lifestyle audiences. Together they produced 28 assets – 15 Instagram Reels, 5 Snapchat Spotlight videos and 8 TikTok videos.
What results did the soundcore influencer campaign achieve?
The campaign generated 2.14M total views and 37.7K interactions, with a 1.76% average engagement rate. That works out at roughly 76.5K views per asset. The two UAE creators drove 48.9% of impressions, while TikTok posted the highest engagement rate of any platform at 4.11%.
Which platforms work best for a tech influencer campaign in Saudi Arabia?
In this campaign, Instagram Reels delivered most of the reach, with 89.2% of impressions. TikTok delivered the deepest engagement, with a 4.11% engagement rate against 1.51% on Instagram. Snapchat Spotlight added reach on a platform with a large Saudi audience. A mix of all three gives a tech launch both scale and engagement.
Why use a mix of mega, macro and micro influencers for a product launch?
Each tier does a different job. Mega creators bring scale: here, two of them drove 40.5% of impressions. Macro creators add steady reach and credibility. Micro creators earn trust within niche communities and can outperform their follower counts – two micro creators in this campaign each passed 275K impressions.
How do you measure the success of an awareness influencer campaign?
Boomerang tracked impressions, interactions and engagement rate for every asset, then built campaign totals from those post-level figures. Interactions covered likes, saves, shares, reposts, comments and screenshots. Engagement rate is interactions divided by impressions. Sentiment in comments was also reviewed, because awareness launches are judged on how audiences respond, not only how many see the content.
How long did the soundcore campaign run?
The soundcore Liberty Buds launch ran as a single one-month campaign in early 2026. All 28 videos were briefed, scheduled and published within that window. The final performance report was delivered on 18 March 2026, covering every creator and platform.
Related Case Studies & Reading
- Our eufy by Anker smart home campaign that reached 8.68M views across the GCC
- Our Dreame smart home influencer campaign in KSA, with 3.66M TikTok views
- The Mkhmkh gaming launch in Saudi Arabia that earned 920K views
- More influencer marketing case studies
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