National Day is one day. The season around it is the commercial opportunity.
Lomar is a pioneering Saudi fashion brand with more than two decades of experience, renowned for redefining traditional Saudi menswear through contemporary design. The National Day season is the moment national pride meets purchase intent — a genuine commercial window to strengthen visibility and lift demand across the online store and physical branches. MAZ NEXA proposes an integrated engagement covering National Day campaign management and social media management: campaign planning, creative content development, platform management, audience engagement, targeted digital advertising, performance optimisation and reporting.
Engagement at a glance
The season delivers an audience already in a buying mindset. The question is who reaches it first.
Around National Day, purchase intent for Saudi menswear rises sharply and briefly, and every brand competes for the same space. This is what changes when the season is worked — or allowed to pass.
If the season goes unplanned
- Content ships late and scattered, arriving after the customer has already bought elsewhere.
- Ad budget is spent on generic awareness that leads neither to the store nor to a branch.
- With no retargeting, everyone who engaged without buying is lost for good.
- Comments and messages go unanswered in the busiest week of the year.
- The season ends with no reliable data on which to build next year's.
What this engagement puts in place
- A monthly content calendar aligned to the Lomar identity, approved before the month begins.
- 18 creative assets every month — static, animated and reels — in Arabic and English.
- A three-stage campaign funnel that moves awareness into retargeting and then into purchase.
- Daily community management under a dedicated account manager — no delayed replies.
- A live dashboard and a monthly report showing what worked and why — and setting up next year's season.
Four objectives that drive every decision in this engagement.
Own the National Day moment
Tie Lomar to national pride through a creative concept that celebrates Saudi identity rather than merely announcing it.
Strengthen brand visibility
A dependable, high-quality weekly presence on the platforms the Lomar audience actually uses.
Drive demand and traffic
Route qualified traffic to the online store and the physical branches — not just views.
Build an engine that lasts
A content bank, an engaged community and performance data that remain after the season ends.
Six audiences — each with a different reason to buy.
The agreed geographic targeting is Riyadh and the Kingdom of Saudi Arabia; personas are finalised in the immersion session.
Looking for a contemporary thobe that expresses their style — influenced by TikTok, Snapchat and seasonal trends.
Value fabric quality, tailoring and the name — their decision rests on trust rather than promotion.
Wives, mothers and sisters buying for family in season — they need clear sizing and fast delivery.
Buying specifically to mark National Day — a short window with very high intent.
The highest-value base — retargeting and loyalty cost far less than new acquisition.
Seeking authentic Saudi dress of dependable quality, particularly around national occasions.
Four sections — from the opportunity to the commercials.
What is delivered, and when.
A quick read — the full detail lives in the Social & Content and Commercial tabs.
Fees and payment terms are set out in full in the Commercial tab.
Full commercialFive stages between recognising a need and buying again.
Decision cycles have lengthened: buyers compare, research and read reviews before purchasing. We align content and campaigns to each stage rather than addressing everyone with one message.
the season is near and the right thobe is required
exploring brands, designs and prices
comparing quality, tailoring and delivery
buying online or in a branch
recommendation, loyalty and repeat purchase
What this means in practice
Awareness content is built on storytelling and national pride; consideration content foregrounds fabric, tailoring, sizing and delivery; conversion campaigns speak to those who engaged without buying. The mix does not stay constant through the season — it shifts as the audience moves down the funnel.
A partnership that goes beyond account management.
At MAZ NEXA we do not offer an operational service; we act as a strategic partner who understands the Lomar vision and translates it into content that reflects the brand's strength and resonates with its audience. This is what ships every month without exception, under a dedicated account manager handling day-to-day operations.
A digital strategy aligned to the ambition
A monthly calendar built on the brand's objectives, not on whatever content happens to be available.
Content that strengthens the identity
Every asset follows the Lomar visual identity and drives genuine, not cosmetic, engagement.
Carefully managed interaction
Replies and comments are handled within clear policies agreed with Lomar in advance.
Powerful visual storytelling
Documenting initiatives and seasonal moments visually in a way that serves the brand long term.
Analysis that supports decisions
Reports that explain what happened and why, ending in recommendations actionable next month.
A dedicated account manager
One channel for approvals and escalation, running daily operations and holding the schedule.
Eight standing commitments.
The figures below are the contracted monthly minimum, not an estimate.
Content strategy
- A monthly content calendar aligned to the Lomar identity.
- Setting out what is published and when, to ensure consistent communication across platforms.
- Sent for approval a week before the month begins.
Content production
- 10 static creatives — custom-designed posts following the Lomar identity, delivering a clear and visually appealing message.
- 5 animated creatives — motion-based visuals designed to lift engagement through dynamic storytelling.
- 3 short reels — short, high-impact video created to capture attention and increase visibility across platforms.
Caption writing & hashtags
- Concise, relevant captions crafted for each post individually.
- Strategic Arabic hashtags to improve reach and visibility in season.
- Written natively in Arabic and English — no machine translation.
Posting & scheduling
- Publishing across the selected platforms in line with the approved calendar.
- Timing driven by audience behaviour, not by operational convenience.
- Covering all platforms agreed for management.
Community management
- Daily interaction including replies to comments, messages and DMs.
- Oversight by a dedicated account manager handling day-to-day operations.
- Purchase-intent enquiries routed straight to the Lomar team.
Reporting & measurement
- A comprehensive monthly report (PDF or slides) covering the key metrics.
- Hashtag effectiveness, audience engagement and follower growth.
- A live dashboard providing automated updates on content performance.
Each platform has a defined job — not the same post everywhere.
The contracted scope is management of all platforms. The four below are the ones that carry the season for a Saudi menswear brand; priorities are fixed in the immersion session.
The brand shopfront
Showcase the Lomar aesthetic, attract customers and lift engagement — the platform where the product is judged visually before purchase.
- Static posts & product carousels
- Reels & stories
- Tailoring & fabric detail
Reach & discovery
Reach a broader audience in a fun and creative way and increase brand awareness — the strongest platform for catching the seasonal wave.
- Short video & seasonal trends
- Behind-the-scenes content
- National pride moments
Instant engagement
Create instant engagement with a younger audience and maintain a real-time brand presence — a platform with deep penetration in the Saudi market.
- Daily stories
- Geo-targeted ads
- Branch & seasonal offers
Real-time conversation
Spark real-time conversations, share updates and engage with public opinion and trending topics — a pivotal platform during the National Day season.
- Seasonal trend engagement
- Short updates & announcements
- Public customer care
Eight steps from immersion to continuous refinement.
The first four steps run at the start of the engagement; the last four cycle monthly for its duration.
Immersion session
A session with key people at Lomar to gather information and insight and understand the business deeply before any plan is written.
Competitor analysis
Identifying competitors and analysing their presence to surface quick wins, longer-term opportunities and performance benchmarks.
Persona profiling
Building profiles of current and potential customers — the basis for platform, content and advertising choices.
Tone of voice
A clear and consistent brand voice, flexible by platform and situation — what gives the communication its distinct flavour.
Social media audit
An audit of the existing accounts, fixing the baselines against which performance is later measured.
Content strategy
Translating all of the above into a monthly calendar, content pillars and a defined format mix.
Measure & analyse
Measuring performance against the baselines and against competitors — not against impressions of it.
Continuously refine
Adjusting pillars, formats and timing every month on the basis of what the data actually shows.
A full in-house content production team.
What sets MAZ NEXA apart is that production is not outsourced — which is what makes in-season turnaround possible at all.
A note on scope
The fees in the Commercial tab cover production working from Lomar's existing visual assets (product photography and brand guidelines). On-site photo shoots or video production are a separate one-time service, quoted once scoped, and do not sit inside the monthly fee.
A monthly report and a live dashboard — no waiting for the season to end.
The monthly performance report
- Key metrics — reach, impressions, engagement rate and clicks.
- Hashtag effectiveness — which tags delivered real reach and which did not.
- Audience engagement and follower growth across each platform individually.
- Performance comparisons between platforms and between months — not a single number without context.
- Strategic recommendations actionable in the following month.
- Delivered as PDF or slides; we use the Kontentino reporting system, with export to PDF, CSV or PowerPoint.
The live dashboard
- KPIs refreshed every 15 minutes — particularly useful on the peak days around National Day.
- Secure live access — a dedicated login for the Lomar team, anytime and anywhere.
- Daily PDF snapshots can be exported, with a full report after the campaign closes.
- Customisable modules — KPIs and reports adjusted to Lomar's priorities.
- AI-powered insights — predictive analytics, automatic detection of emerging topics and early-warning alerts.
- Metrics tracked: reach and engagement, sentiment analysis, conversion performance and trending topics.
It is not about shouting louder. It is about saying the right thing to the right people.
Organic content builds presence; paid campaigns are what put Lomar in front of people it has not yet reached and turn interest into a store or branch visit. Our ad strategies are designed for results you can count.
Campaign types
Three types work together in season: awareness to build reach, engagement to deepen interest, and conversion to drive purchases through the online store and branch visits. The landing page or product links are provided by the client, or traffic is routed directly to the online store.
Three distinct, actionable stages.
We do not run one campaign that tries to do everything. Each stage carries a different platform objective, a different audience and a different measure of success.
reach, video views & link clicks
everyone who viewed or engaged with the awareness ads
online store purchases & branch visits
Awareness
Reaching as much of the target audience as possible for brand awareness purposes, using reach, video-view and link-click objectives within the platform.
Retargeting
Retargeting people who viewed or engaged with the awareness ads or visited the product page — the stage where most seasonal campaigns leave value on the table.
Conversion
Focusing on the commercial outcome using conversion objectives within the platforms, tied to the online store and to branch visits.
Eight steps per campaign — from objective to optimisation.
The same steps apply to each of the two monthly campaigns, so results stay comparable month to month instead of restarting from zero each time.
Goals & target audience
Exactly who we target: age, gender, location, interests and behaviour — and what we count as success.
Campaign objective
Setting the specific objective: awareness, engagement or conversion — one per campaign, not three.
Choosing the platform
Selecting the platforms where the target audience actually is and which serve the objective.
Ad creative
A combination of impactful copy and engaging creative, built on the Lomar assets and identity.
Ad format
Selecting the format and the right mix: single image, carousel or video.
Setting the budget
Determining the ad budget and setting daily or lifetime pacing — the budget sits in Lomar's own ad account.
Launch
Launching the campaign once tracking and linking are complete — not before.
Monitor & optimise
Continual monitoring against goals, with tweaks to creative, copy, ad type and content direction.
Exactly what campaign management covers.
Build & launch
- Two campaigns a month, structured across the three funnel stages.
- Audience research, segment build and geo-targeting across Riyadh and the Kingdom.
- Adapting the creative to each platform's own formats.
- Ad copy in Arabic and English.
- Tracking, pixel and store-link setup before launch.
Run & optimise
- Daily performance monitoring and budget pacing.
- Testing creative and audiences, and cutting what does not work early.
- Building retargeting segments from awareness-stage engagement.
- A monthly campaign performance report with next-month recommendations.
- Campaign results surface in the same live dashboard.
Advertising spend is not included
The monthly campaign management fee covers professional services only. The advertising budget — the amount spent on Instagram, TikTok, Snapchat or Meta — is spent directly from Lomar's own ad account and remains Lomar's sole responsibility. Full detail in the Commercial tab.
Three months — immersion runs while publishing starts, not before it.
The Gantt below is indicative and is fixed in the immersion session. The principle does not change: we do not wait for the audit to be finished before publishing, and the National Day campaign is timed to peak before 23 September, not after it.
Exactly what lands, and when.
| When | Milestone | Deliverable | Owner |
|---|---|---|---|
| Week 1 | Immersion session | Session record, input summary & tone of voice | Joint |
| Week 1 | Competitor analysis & audit | Audit report with fixed baselines | MAZ NEXA |
| Week 2 | Month-1 calendar & creative concept | Approved calendar and National Day concept, publishing begins | Lomar approval |
| Month 1 | National Day campaign | Two live campaigns across up to 3 platforms, peaking before 23 September | MAZ NEXA |
| Months 2–3 | Retargeting & conversion | Retargeting segments built from seasonal engagement | MAZ NEXA |
| Monthly, from M1 | Content cycle | 18 creative assets + copy and hashtags + publishing + community management | MAZ NEXA |
| Monthly, from M1 | Paid campaigns | 2 campaigns a month across the three funnel stages | MAZ NEXA |
| Monthly, from M1 | Performance report | Monthly report (PDF or slides) + live dashboard access | MAZ NEXA |
| End of month 3 | Term review | Full performance review & next-season plan | Joint |
The timeline above assumes these inputs.
We state them explicitly because approval delay is the single biggest cause of slippage — and in a seasonal campaign a lost week cannot be recovered, because the season itself does not wait.
Inputs & access
- One nominated contact at Lomar with authority to approve the calendar, designs and ad copy.
- Administrator access to the existing social accounts and the ad account, so baselines can be fixed in the audit report.
- Brand guidelines and visual assets — logo, colours, fonts and high-resolution product photography.
- Product and season information — the collection on offer, publishable prices, seasonal promotions and stock availability.
- Online store links or a landing page, and the branch locations traffic should be routed to.
- The advertising budget funded in Lomar's own ad account ahead of the launch date.
The approval rhythm
- The content calendar is sent a week before the month begins; approval is needed within 3 working days.
- Designs are sent in batches; the fee covers up to 2 rounds of revisions per design within the agreed scope and timeline.
- Ad creative is approved at least 3 working days before launch, so tracking and review can be completed.
- A monthly performance meeting to review the report and agree the next month's priorities.
- Escalation runs through the account manager — one channel, not parallel requests from multiple parties.
Two monthly fees — and exactly what each one covers.
The fees below are exactly as set out in the commercial proposal dated 17 August 2026. Under each one we have itemised everything that fee covers, with quantities — so nothing in the scope is left to interpretation. The allocation is shown on a one-month basis; the total column reflects the three-month term.
| Item | Unit | Monthly allocation (SAR) | Total investment (SAR) |
|---|---|---|---|
| 1 · Social media managementSAR 25,000 per month × 3 months | Monthly × 3 | 25,000 | 75,000 |
| Content strategya monthly calendar aligned to the Lomar identity, setting what is published and when to keep communication consistent | 1 calendar / mo | 2,500 | included |
| Static creativescustom-designed posts following the Lomar identity, delivering a clear and visually appealing message | 10 / month | 5,000500 / asset | included |
| Animated creativesmotion-based visuals designed to lift engagement through dynamic storytelling | 5 / month | 4,500900 / asset | included |
| Short reelsshort, high-impact video created to capture attention and increase visibility across platforms | 3 / month | 4,5001,500 / reel | included |
| Caption writing & hashtagsconcise copy for every post with strategic Arabic hashtags — written natively in Arabic and English | 18 posts / month | 1,800100 / post | included |
| Posting & schedulingpublishing in line with the approved calendar, timed to audience behaviour | all platforms | 1,200 | included |
| Community managementdaily replies to comments, messages and DMs, under a dedicated account manager | daily | 3,500 | included |
| Monthly performance reportmetrics, hashtag effectiveness, engagement and follower growth + next-month recommendations | 1 report / mo | 1,200 | included |
| Live dashboardKPIs refreshed every 15 minutes, with sentiment analysis and AI-powered insights and alerts | always on | 800 | included |
| 2 · Digital marketing campaignsSAR 15,000 per month × 3 months | Monthly × 3 | 15,000 | 45,000 |
| Campaign strategy & funnel buildtwo campaigns a month structured across three stages: awareness, retargeting and conversion | 2 campaigns / mo | 3,5001,750 / campaign | included |
| Audience research & targetingpersonas, segment build and geo-targeting — Riyadh and the Kingdom | monthly | 1,500 | included |
| Ad creative adaptation & formatssingle image, carousel and video, sized to each platform | 6 sets / month | 3,000500 / set | included |
| Ad copy in Arabic & Englishcopy written separately for each stage of the funnel | 2 campaigns / mo | 1,200600 / campaign | included |
| Platform setup & launchInstagram, TikTok, Snapchat and Meta Ads | up to 3 platforms | 1,500500 / platform | included |
| Monitoring, optimisation & budget pacingdaily performance tracking, creative and audience testing, and spend pacing | daily | 2,500 | included |
| Conversion tracking & link setuppixel, conversion events and links to the online store and branches | ongoing | 900 | included |
| Campaign performance reportingresults by funnel stage with next-month recommendations | monthly | 900 | included |
| Subtotal | 120,000 | ||
| VAT 15% | 18,000 | ||
| Grand total (SAR) | 138,000 | ||
The per-item figures in the monthly allocation column show how each group fee is distributed across its components, weighted by production effort and quantity — not divided evenly. Each group's components add up exactly to that group's monthly fee (25,000 and 15,000). They are shown for transparency and are not severable prices: the components are scoped and delivered together as one service.
Advertising spend is not included — and is not paid to MAZ NEXA
The fees in the table above cover MAZ NEXA's professional services only. Any paid media budget — the amount spent on Instagram, TikTok, Snapchat, Meta or any other platform — is not included in these prices, is not invoiced or received by MAZ NEXA, and is not guaranteed by us in any form. That budget is spent directly from Lomar's own advertising account and remains Lomar's sole responsibility, borne entirely by Lomar. The same applies to influencer fees, any paid placement and any third-party costs.
A note on the campaigns item
The digital marketing campaigns item was presented in the commercial proposal as an optional scope alongside social media management, but it is priced and carried inside the SAR 138,000 total. Should the engagement proceed with social media management alone, the investment becomes SAR 75,000 excluding VAT — SAR 86,250 including VAT — across three months.
What is invoiced, and when.
Both items are monthly services and, under the payment terms below, are settled monthly based on project continuity and that month's deliverables. The schedule below splits the quoted total into three equal payments, with VAT shown.
| Stage | What it covers | Net (SAR) | VAT 15% (SAR) | Payable (SAR) |
|---|---|---|---|---|
| End of month 1 after that month’s deliverables land | Social media management (25,000) + digital marketing campaigns (15,000) | 40,000 | 6,000 | 46,000 |
| End of month 2 after that month’s deliverables land | Social media management (25,000) + digital marketing campaigns (15,000) | 40,000 | 6,000 | 46,000 |
| End of month 3 after that month’s deliverables land | Social media management (25,000) + digital marketing campaigns (15,000) | 40,000 | 6,000 | 46,000 |
| Total as quoted | 120,000 | 18,000 | 138,000 | |
Each additional month beyond the three-month term is invoiced at SAR 40,000 net + SAR 6,000 VAT = SAR 46,000, settled at the end of that month against its deliverables. The advertising budget sits entirely outside these amounts.
Payment terms and stated assumptions.
Payment terms
- Monthly services (social media management & monthly performance marketing): settled monthly, based on project continuity and that month's deliverables.
- One-time services (workshops, strategy development, photo/video production, branding or collateral design): settled 100% upfront before the service begins — none of which are included in this proposal.
- All prices are exclusive of VAT; 15% is added on invoice.
- All deliverables are provided in bilingual format (Arabic & English).
- The engagement is fully compliant with ZATCA VAT (15%), PDPL and Saudi commercial law.
- The fee includes up to 2 design revisions within the agreed scope and timeline.
What these prices do not carry
- Paid media budget — the spend on the platforms themselves is entirely separate from the management fee.
- Influencer fees and any paid placement or sponsored content — quoted separately once scoped.
- On-site photography or video production — production works from Lomar's existing visual assets unless otherwise agreed.
- Website or landing-page development — provided by the client or quoted separately.
- Translation into additional languages beyond Arabic and English.
- Print and in-branch point-of-sale collateral — a separate service, quoted on request.
MAZ NEXA — a joint venture between the international agency NEXA and Saudi-based MAZ Holding.
Headquartered in Riyadh with a team spread across four continents. We work as a consultative partner rather than an execution vendor, combining international expertise with a deep understanding of the local and Gulf markets. We believe real success comes from pairing global capability with genuine cultural fluency.
Integrity
We act with honesty and transparency in everything we do.
Inclusivity
We create a respectful, inclusive environment where everyone feels valued.
Unity
We work together as one team toward shared goals.
Growth
We empower continuous development for our team and our clients.
Authenticity
We stay true to who we are and deliver honest, meaningful solutions.
Accreditation
ISO 9001 certified for 2026, alongside repeated MENA Search Awards wins.
MENA Search Awards unless otherwise stated.
Four cases close to this brief.
Chosen for their proximity to what is required here: a Saudi campaign built on national identity, high-volume seasonal creative for e-commerce, a paid funnel that drives real conversion, and content localisation for the Saudi market with real-time dashboards.
Shell Helix — “Point of Beginning”, an original Saudi song
A global brand that needed to move from a functional product to an emotionally resonant one inside Saudi driving culture. We created an original Saudi track, “Point of Beginning”, and built a three-layer media strategy — audio, visual and programmatic — so the brand became part of the daily cultural rhythm rather than an ad to be skipped. It is the closest case to what the National Day season demands: celebrating identity rather than announcing it.
Jahez — high-volume creative for seasonal campaigns
An e-commerce platform that needed a fast, flexible design partner for high-volume in-app creative, with frequent offer updates and tight deadlines in peak season. We built a scalable workflow to manage rapid request cycles and held complete visual consistency across dozens of brands — the same discipline the National Day season requires.
Audi — from awareness to a qualified lead at $42
A brand facing declining demand that had never run digital campaigns. We launched a two-month campaign across Search, YouTube, Snapchat, Facebook and Instagram, with strong retargeting to lift conversion, and integrated lead data into the CRM. The same structure — awareness, then retargeting, then conversion — is what the Lomar campaigns are built on.
Specialized by STC — localised content & real-time dashboards
The main telecommunications arm of the STC Group. The partnership centred on localising content for the local audience and building real-time performance dashboards to monitor results across stages, inside a highly regulated environment with strict brand-consistency requirements. The results below reflect what localisation did to reach and engagement.
Who works on the Lomar account.
Closing statement
By combining Lomar's Saudi heritage with creative storytelling, professional social media management and performance-driven advertising, this campaign will establish a distinctive and impactful presence during the National Day season. MAZ NEXA will transform the occasion into an integrated brand experience that celebrates national pride, highlights Lomar's quality and elegance, and delivers measurable growth in reach, engagement, customer interest and sales — creating an impact that continues beyond the campaign period.
How we begin.
Review this proposal and confirm whether the engagement covers both tracks or social media management alone.
Fix the start date — the timeline is built backwards from 23 September, and every week of delay comes out of the seasonal peak.
Nominate one contact at Lomar with authority to approve the calendar, designs and ad copy.
Grant administrator access to the existing accounts and the ad account, and hand over brand guidelines and product photography, so baselines can be fixed in the audit report.
Issue the PO or contract — the immersion session begins within five working days of signature, and publishing starts in week two.
MAZ NEXA Digital Advertising & Marketing Company · Al Imam Saud Ibn Abdul Aziz Branch Rd, Almasiaf, Riyadh 12465, Saudi Arabia · support@maznexa.sa · www.maznexa.sa — Prepared for Lomar on 17 August 2026 and valid for 30 days. All prices in Saudi Riyals, exclusive of VAT unless stated otherwise.