Forty-nine years of Saudi elegance. One season to put it in front of the whole Kingdom.
Saudi National Day is a strategic opportunity for Alfakhera to celebrate Saudi identity while highlighting a legacy of more than 49 years in men’s tailoring and luxury accessories, built on the trust of over 300,000 customers. MAZ NEXA proposes an integrated engagement combining a seasonal campaign concept, creative content production, professional social media management, community engagement, publishing and digital campaign management — converting the season’s attention into measurable online and in-store sales.
Engagement at a glance
National Day is one day. The season around it is the strongest selling window of the year.
This is the season where national pride and purchase intent overlap. The difference between a brand that is noticed and one that passes by is how well that window is worked.
If the season is worked the usual way
- National Day content becomes one more green post among thousands, with nothing that separates Alfakhera from any other brand.
- The 300,000-customer base hears about the offers late — or not at all.
- Seasonal demand peaks and passes with no clear path from a post to a purchase.
- Younger Saudi buyers discover the season’s brands on TikTok and Snapchat — where Alfakhera is not competing.
- The season ends leaving no content bank and no built audience to carry forward.
What this engagement puts in place
- One campaign concept that ties Alfakhera’s 49-year legacy to Saudi identity — not a generic flag post.
- 18 bilingual assets a month on a fixed calendar, so the season is worked for weeks, not a single day.
- A three-stage paid funnel that moves awareness into a measurable purchase.
- Daily community management that captures purchase intent and routes it, instead of leaving it sitting in the DMs.
- A live dashboard and a monthly report that show which creative sold and which did not.
- A content engine that keeps running past 23 September, building a consistent presence beyond the campaign period.
Four objectives that drive every decision in this engagement.
Own the National Day moment
Connect authentic Saudi elegance with a contemporary creative approach, so the season reads as an Alfakhera story rather than a general occasion.
Convert the season into sales
Showcase the products and the National Day offers, and turn digital interest into online sales and showroom visits.
Deepen audience engagement
Lift engagement quality with the existing base and build a daily relationship instead of intermittent seasonal visibility.
Build presence beyond the season
Establish consistent communication, platform-specific content and continuous data-driven improvement after the campaign ends.
Six audiences — each looking for something different.
Looking for a look that suits the occasion — visible elegance, quality he trusts, and immediate availability before 23 September.
They have bought before and know the standard. They need a reason to come back now — and a clear signal about the season’s offers.
They discover brands on TikTok, Snapchat and Instagram. They respond to short-form content and visual storytelling, not bare product shots.
Buying for someone else in an occasion-heavy season, and needing clarity on sizing, price and ease of purchase.
Their decision starts digitally and ends in store — a journey that needs an explicit link between the post and the branch.
Looking for a dependable supplier for corporate gifting and occasions during the season — and judging the brand by its digital presence.
Four sections — from the opportunity to the commercials.
What is delivered, and when.
A quick read — the full detail lives in the Campaign and Commercial tabs.
Fees and payment terms are set out in full in the Commercial tab.
Full commercialAn always-on social engine — not a campaign that ends with the season.
A fixed, predictable monthly commitment: content strategy, production, publishing, community management and measurement. This is what ships every month without exception, under a dedicated account manager handling day-to-day operations.
Seven standing commitments.
Content strategy
- A monthly content calendar aligned to the Alfakhera identity.
- Sets out what is published and when, so communication stays consistent across platforms.
- Built around the National Day season and its offers first, then around the product cycle that follows.
Content production
- 10 static creatives a month — custom-designed posts that follow the Alfakhera brand identity and deliver clear, visually appealing messages.
- 5 animated creatives a month — motion-based visuals designed to boost engagement through dynamic storytelling.
- 3 short reels a month — short, high-impact video created to capture attention and increase visibility across platforms.
Caption writing & hashtags
- Concise, relevant captions crafted for each individual post.
- Strategic Arabic hashtags to improve reach and visibility in the Saudi market.
- Written natively in Arabic and English — no machine translation.
Posting & scheduling
- Publishing across the selected platforms in line with the approved content calendar.
- A proposed posting schedule per asset, based on audience behaviour on each platform.
Community management
- Daily interactions including replies to comments, messages and DMs, ensuring active engagement.
- Oversight by a dedicated account manager handling daily operations.
- Sizing, availability and branch questions are captured and routed, rather than left unanswered in peak season.
Monthly performance reporting
- A comprehensive monthly report (PDF or slides).
- Covering key metrics, hashtag effectiveness, audience engagement and follower growth.
- Ending in strategic recommendations for the following month — not just numbers.
Live dashboard
- A real-time dashboard providing automated updates on content performance and insights.
- Available to the Alfakhera team at any time between the monthly reports — most valuable during the peak week.
Platforms managed
All platforms are in scope. The proposed role for each is set out below, and is fixed in the immersion session according to where Alfakhera’s audience actually is.
Each platform has a defined job — not the same post everywhere.
The visual shopfront
Showcase brand aesthetics, attract customers and boost engagement — the platform where the piece is seen before it is bought.
The wider reach
Reach a broader audience in a fun and creative way and increase brand awareness with the younger Saudi buyer.
Local presence
Create instant engagement with a younger audience and maintain a real-time brand presence — a very strong local channel in Saudi Arabia.
The live moment
Spark real-time conversation, share updates and engage with public opinion and trending topics — a pivotal platform during the National Day season.
Institutional credibility
Build credibility, target B2B audiences and form professional partnerships — the natural channel for corporate gifting and bulk orders.
One tone of voice
The Alfakhera voice stays constant — elegance, confidence and legacy — while the way we speak shifts by platform and situation.
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 Alfakhera to gather information and insight, and to understand the brand, its products and its sales objectives in depth.
Competitor analysis
Analyse competing menswear brands on social to reveal strengths and weaknesses, and identify quick wins before the season.
Persona profiling
Build persona profiles for current and potential customers — the foundation for the platform, content and advertising strategy.
Tone of voice
A clear, consistent voice that protects Alfakhera’s premium positioning, with flexibility in interaction by platform and situation.
Social media audit
Review the existing accounts and fix the baselines against which every subsequent month is measured.
Content strategy
Translate all of the above into an executable monthly calendar — what is published, to whom and why.
Measure & analyse
Measure KPIs against the baselines and against competitors — not only against last month.
Continuously refine
Recalibrate the monthly mix against actual performance, prioritising what delivers the best engagement quality and sales.
A full in-house production team — nothing outsourced.
MAZ NEXA is unique in having a full in-house content production team supporting our clients. These are the day-to-day activities it covers.
The content calendar — why it comes first
Despite the interactive and real-time nature of social media, a monthly calendar remains essential to achieve predetermined goals. It is built for the relevant channels and includes graphics, captions, hashtags and a suggested posting timetable — taking Alfakhera’s short- and long-term needs into account, not just next week’s.
KPIs refreshed every 15 minutes — no waiting for month-end.
A real-time monitoring and analytics system that lets the team track digital performance with speed and precision — particularly useful during the National Day peak week, when ad performance and stock move hour by hour.
How the dashboard works
- Secure live access — a dedicated, secure login for the Alfakhera team to view dashboards anytime, anywhere.
- Seamless integration — export daily PDF snapshots and generate a full post-season report within 7 business days.
- User-friendly design — an intuitive interface with clear visuals and simplified navigation for technical and non-technical users alike.
- Customisable modules — a flexible setup to adjust KPIs, layouts and reports as objectives evolve.
- AI-powered insights — predictive analytics for performance trends, automatic detection of emerging topics, and smart early alerts.
What is tracked
- Reach & engagement — how many people the content reached and how they responded.
- Sentiment analysis — the tone of the conversation about the brand, not only its volume.
- Mentions & media value — how often Alfakhera is mentioned and the equivalent media value of that coverage.
- Alerts & trending topics — early detection of what needs a response, or an opportunity, before the moment passes.
- A daily PDF snapshot — for anyone who prefers a written summary to opening the dashboard.
A forty-nine-year legacy, told in a contemporary Saudi language.
One unified campaign concept connecting authentic Saudi elegance with a contemporary creative approach — translated into visual and written content, platform management, community engagement and targeted digital advertising. The directions below are proposed, and are fixed in the immersion session with the Alfakhera team.
Elegance as identity
Tie the thobe and the accessory to a sense of belonging rather than to the product alone: what the Saudi man wears on his national day is an expression of who he is.
- Static and animated creatives carrying the season’s narrative across Instagram and X.
The product in its moment
Show Alfakhera’s products and National Day offers clearly — the piece, the price and where to buy it — because the window is short and intent is high.
- Conversion-focused content and paid campaigns linking the post directly to the store or the branch.
The next generation
Speak to the younger Saudi buyer with short, fast-paced content that presents Alfakhera as a contemporary brand, not only the brand of an older generation.
- Three reels a month plus awareness-led TikTok and Snapchat campaigns.
What makes this different from a seasonal post
The concept is produced once and everything published across three months derives from it: the designs, the captions, the ad copy and the targeting priorities. That is what stops the season from becoming a set of disconnected posts, and lets every asset build on the one before it instead of starting from zero.
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
those who viewed or engaged with awareness ads
purchase & lead-form ads
Why the sequence matters
An ad that asks for a purchase from an audience that has never seen the brand pays for introduction and conversion at the same time. Separating the stages lets the awareness layer carry the cost of introduction, so the conversion layer reaches an audience that already knows Alfakhera — which is where cost per purchase falls. In a season as short as National Day, that difference decides whether the budget was spent or invested.
Five stages the buyer moves through — and content addresses all of them.
Purchasing decisions have shifted significantly in recent years: decision cycles are longer, and buyers research and compare more, aided by easy access to reviews and video. That adds complexity — but it opens new opportunities for whoever addresses each stage with the right content.
Need recognition
The most important stage; every sale begins when a customer becomes aware they have a need. This is where awareness content and stage-one campaigns work.
Search for information
The customer starts identifying their options. Product clarity, sizing and availability in the content decide the outcome here.
Evaluation of options
The customer compares brands to make the best choice. Legacy, quality and the trust of 300,000 customers work in Alfakhera’s favour here.
Purchasing decision
Buying behaviour turns into action. Conversion campaigns, retargeting and time-bound seasonal offers work here.
Post-purchase & re-purchase
After the purchase the customer considers whether it was worth it, whether they would recommend it and whether they would buy again. Community management, daily interaction and continued post-season content work here — and this is exactly what turns the National Day season into a customer base rather than a spike that passes.
Digital campaign management — the agreed parameters.
Organic content builds presence; paid campaigns are what put Alfakhera in front of people it has not yet reached and turn interest into a purchase.
| Parameter | Detail |
|---|---|
| Campaign duration | Ongoing / monthly |
| Campaign types | Awareness, engagement and conversion (sales) |
| Number of campaigns | 2 campaigns per month |
| Audience location | Riyadh — Saudi Arabia |
| Number of platforms | Up to 3 |
| Recommended platforms | Instagram, TikTok, Snapchat, Meta Ads |
| Ad copy languages | Arabic & English |
| Landing page | Provided by the client, or direct purchase links to the Alfakhera store |
Note: the paid media budget — the spend on the platforms themselves — is separate from the management fee and is spent directly from Alfakhera’s own ad account.
Eight steps per campaign — from objective to optimisation.
It is not about shouting louder. It is about saying the right thing to the right people.
Goals & target audience
Who we target: age, gender, location, interests and behaviour — and what we want to achieve.
Campaign objective
Decide the specific objective: awareness, engagement, or conversion and sales.
Choose the platform
Select the platforms that align with both the target audience and the campaign objective.
Ad creative
A combination of impactful copy and engaging creative — not one without the other.
Ad format
Select the format and mix: single image, carousel or video.
Set the budget
Determine the spend and set a daily or lifetime budget accordingly.
Launch
Launch once targeting, creative and budget are approved.
Monitor & optimise
Continuous monitoring against goals, with tweaks to creative, copy, ad type and content direction — daily during the peak week.
Three months — the season is worked first, then built on.
The Gantt below is indicative and is fixed in the immersion session. The principle does not change: the campaign concept and production land before 23 September, not after it, and what follows converts the season’s attention into a lasting customer base.
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 | National Day concept | A unified concept & creative direction for approval | Alfakhera approval |
| Week 2 | Month-1 calendar | Approved calendar, publishing begins | MAZ NEXA |
| Weeks 2–3 | Campaign production | Designs, captions and ad copy ready ahead of the season | MAZ NEXA |
| 23 September | National Day peak | The campaign at full weight across up to 3 platforms, optimised daily | MAZ NEXA |
| Monthly, from M1 | Content cycle | 18 assets + copy + publishing + community management | MAZ NEXA |
| Monthly, from M1 | Paid campaigns | 2 campaigns a month across up to 3 platforms, in Arabic & English | MAZ NEXA |
| Monthly, from M1 | Performance report | Monthly report (PDF/slides) + live dashboard access | MAZ NEXA |
| Months 2–3 | Post-season conversion | Retargeting everyone who engaged during the season and converting them | MAZ NEXA |
| End of month 3 | Term review | Full performance review & renewal 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 season that turns on a single day, a lost week cannot be recovered.
Inputs & access
- One nominated contact at Alfakhera with authority to approve calendars, designs and ad copy.
- Administrator access to the existing social accounts and ad account, so baselines can be fixed in the audit report.
- Brand guidelines and visual assets — logo, colours, fonts, high-resolution product photography and any existing shoot material.
- Approved National Day offers — the products included, the prices, the validity dates and expected stock levels.
- Store links or a landing page and branch locations, so the campaigns connect to a clear purchase path.
- A sales contact to receive the purchase-intent enquiries the community team captures.
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.
- Season content is approved at least two weeks before 23 September — that date does not move.
- 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 two items below are exactly as set out in the commercial proposal dated 17 August 2026: two monthly services across three months. Under each one we have itemised everything that fee covers, with quantities — so nothing in the scope is left to interpretation. The sub-item allocations are calculated on a one-month basis.
| Item | Quantity | Price (SAR) | Total investment (SAR) |
|---|---|---|---|
| 1 · Social media managementSAR 25,000 a month × 3 months — the allocation below is per month | 3 months | 25,000 | 75,000 |
| Content strategya monthly calendar aligned to the Alfakhera identity, setting what is published and when | 1 calendar / mo | 2,000 | included |
| Static creativescustom-designed posts that follow the Alfakhera identity and deliver a clear, visually appealing message | 10 / month | 5,500550 / asset | included |
| Animated creativesmotion-based visuals designed to boost engagement through dynamic storytelling | 5 / month | 5,0001,000 / asset | included |
| Short reelsshort, high-impact video created to capture attention and increase visibility across platforms | 3 / month | 5,4001,800 / reel | included |
| Caption writing & hashtagsconcise captions per post with strategic Arabic hashtags to improve reach | 18 posts / month | 1,400 | 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 | 2,800 | included |
| Monthly performance reportmetrics, hashtag effectiveness, engagement and follower growth + next-month recommendations | 1 report / mo | 1,200 | included |
| Live dashboardautomated updates on content performance with AI-powered insights and alerts | always on | 500 | included |
| 2 · Digital marketing campaignsSAR 15,000 a month × 3 months — 2 campaigns a month, i.e. SAR 7,500 per campaign | 3 months | 15,000 | 45,000 |
| Campaign strategy & funnel buildawareness → retargeting → conversion, with a distinct objective per stage | 3 stages | 2,500 | included |
| Campaign setup & structuringcampaign and ad-set build, with platform objectives configured | 2 / month | 3,0001,500 / campaign | included |
| Ad copy in Arabic & Englishad copy written natively in both languages for every campaign | every campaign | 1,500 | included |
| Ad creative adaptationsingle image, carousel and video, sized for each platform | up to 3 platforms | 3,000 | included |
| Audience targeting & segmentationage, interests, behaviour and lookalike audiences within Riyadh | Riyadh — KSA | 1,500 | included |
| Daily optimisation & budget pacingcontinuous monitoring with creative, copy and budget adjustments — daily in peak week | daily | 2,000 | included |
| Retargeting layerretargeting everyone who viewed or engaged with the awareness ads | stage 2 | 1,000 | included |
| Campaign performance reportingresults against objectives and recommendations for the next month | monthly | 500 | included |
| Total investment (excl. VAT) | 120,000 | ||
| VAT 15% | 18,000 | ||
| Grand total (SAR) | 138,000 | ||
The per-item figures in the price column show how each group’s monthly fee is allocated 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 (SAR 25,000 and SAR 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 Alfakhera’s own advertising account and remains Alfakhera’s sole responsibility, borne entirely by Alfakhera. The same applies to influencer fees or any third-party costs.
After the three months
Both items are monthly and carry no one-time setup fee. Beyond the term, the service continues at SAR 40,000 per month excluding VAT — SAR 46,000 per month including 15% VAT — settled monthly, based on project continuity and that month’s deliverables. The social item can also be retained on its own at SAR 25,000 a month if the paid campaigns are paused.
What is invoiced, and when.
Applying the payment terms below: monthly services are settled monthly, based on project continuity and that month’s deliverables. This engagement contains no one-time items requiring an upfront payment.
| Stage | What it covers | Net (SAR) | VAT 15% (SAR) | Payable (SAR) |
|---|---|---|---|---|
| End of month 1 National Day season | Social media management (25,000) + digital campaigns (15,000) | 40,000 | 6,000 | 46,000 |
| End of month 2 post-season conversion | Social media management (25,000) + digital campaigns (15,000) | 40,000 | 6,000 | 46,000 |
| End of month 3 with the term review | Social media management (25,000) + digital campaigns (15,000) | 40,000 | 6,000 | 46,000 |
| Total as quoted | 120,000 | 18,000 | 138,000 | |
Each additional month beyond the 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.
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 are included in this engagement.
- 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 separate from the management fee.
- On-site photography or videography — production works from Alfakhera’s own visual assets unless otherwise agreed.
- Influencer or event fees — quoted separately once scoped.
- Website or landing-page development — provided by the client or quoted separately.
- Translation into additional languages beyond Arabic and English.
- Print and physical collateral — design or production of any material outside the digital channels.
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 Saudi and Gulf markets.
MENA Search Awards unless otherwise stated.
Four cases close to this brief.
Chosen for their proximity to what is required here: a culturally-rooted Saudi campaign, high-volume seasonal creative production, performance that drives purchase, and connecting digital to the showroom floor.
Shell Helix — “Point of Beginning”: when a brand becomes part of the culture
A global brand that wanted to move from a functional product to a brand with emotional presence inside Saudi culture. We produced an original Saudi track, “Point of Beginning”, and executed a three-layer media strategy — audio, visual and programmatic — so the brand became part of the rhythm of the Saudi road rather than an ad that passes. This is precisely what we mean by tying Alfakhera to Saudi identity instead of settling for a seasonal post.
Jahez — high-volume creative production through peak seasons
Jahez needed a fast, flexible design partner for high-volume creative production on its app, with frequent updates to offers and tight timelines during peak seasons and large-scale campaigns. We led the full creative direction and execution, building a scalable workflow that absorbed rapid request cycles while holding visual consistency across dozens of brands.
Audi — from impressions to a qualified lead at exceptional cost
Audi saw declining sales on the Q3, Q5 and Q7. We ran a two-month campaign pushing prospects to book a test drive — a clear, measurable action rather than awareness alone. It follows the same logic applied here: a three-stage funnel, strong retargeting, and a defined path from the ad to the decision.
Nolte Küchen — from a showroom visit to trackable revenue
A premium German brand with a Saudi showroom network that was losing visibility between what happened digitally and what sold in store. We connected showroom-visit leads to digital tracking systems and built live KPI dashboards linking marketing performance to actual revenue — the same problem faced by any retail brand whose customers decide on a phone and buy in a branch.
Who works on the Alfakhera account.
Closing statement
By combining Alfakhera’s distinguished heritage with Saudi identity and integrated creative execution, MAZ NEXA will deliver a National Day campaign that reflects the brand’s prestige and strengthens its connection with Saudi audiences. Professional social media management will ensure consistent communication, platform-specific content and continuous performance improvement through data-driven insights. We look forward to transforming the Saudi National Day season into a valuable opportunity to increase visibility, engagement and sales — while positioning Alfakhera as the preferred destination for the Saudi man seeking elegance, authenticity and luxury.
How we begin.
Review this proposal and confirm the two monthly items and the three-month term.
Approve the National Day offers — products, prices and validity dates — because the season’s content and campaigns are built on them.
Nominate one contact at Alfakhera with authority to approve calendars, designs and ad copy.
Grant administrator access to the existing accounts and ad account, and hand over brand guidelines and product photography.
Issue the PO or contract — the immersion session begins within five working days of signature, so the season’s content is ready before 23 September.
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 Alfakhera on 17 August 2026 and valid for 30 days. All prices in Saudi Riyals, exclusive of VAT unless stated otherwise.