Strategix Sales × UTURN Entertainment
The summer everyone is talking about.
BurgerKing — a national creator campaign told in ten regional accents, measured in percentage points.
1.5M SAR
Campaign investment
15M
Addressable consumers
50 → 10+
Creators briefed → films aired
10
Regions of Saudi Arabia
Summer 2026 — Campaign Proposal
01 / 10
The Problem
“Summer beverage feeds are a shouting match.
Ads get skipped.
Culture gets shared.”
01
The skip reflex
Saudi youth are among the world’s heaviest short-video consumers — and the fastest to swipe past anything that opens like an ad. A push message pays full price for partial attention.
02
One nation, ten accents
National campaigns flatten the country into one voice. Humor that lands in Riyadh dies in Abha; what Jazan finds funny, Qassim scrolls past. Relevance is regional or it is nothing.
03
Awareness without receipts
Most summer pushes buy impressions and hope. Nobody polls the audience before, during, and after — so nobody can say what a single point of brand lift actually cost, or earned.
Strategix
BurgerKing × UTURN — Summer 2026
02 / 10
The Answer
Fifty creators. Ten regions. One open call.
Through UTURN Entertainment, Strategix issues an open call to fifty content creators — five from every region of Saudi Arabia. The brief: a 45–60 second comedy film built around McDonald's, in the creator's own dialect and their region's own humor. The product is featured, never pitched — it appears the way it appears in real life: in the cooler at the gathering, on the dashboard in traffic, in the punchline, not the call-to-action.
A jury curates the winning films — at least ten, with every region represented — and each film is boosted back into the region that made it. The audience doesn't receive an advertisement. They receive their own culture, with McDonald's inside it.
The Brief at a Glance
5 × 10
creators per region × regions briefed
45–60s
comedy films, dialect-native
10+
winning films — one per region minimum
0
hard-sell calls to action
Strategix
BurgerKing × UTURN — Summer 2026
03 / 10
How It Runs
One campaign, four moves — each powered by a Strategix engine.
Phase 1
The Open Call
UTURN briefs fifty vetted creators — five per region — selected on audience fit and performance history, not follower vanity.
Phase 2
The Curation
UTURN’s studio jury selects ten-plus winning films, quality-checks the craft, and clears every cultural reference — one film per region guaranteed.
Phase 3
The Stage
Winning films run as native entertainment on UTURN, Saudi Gamer, and Saudi Eats — communities the audience already trusts, not ad slots they avoid.
Phase 4
The Regional Boost
Paid amplification is fragmented by geography: each film is boosted into its creator’s home region, so spend follows cultural fit — and lift is readable per geo.
Connects to → AudienceX: every poll response and boost signal feeds the first-party graph, sharpening the next flight.
Strategix
BurgerKing × UTURN — Summer 2026
04 / 10
The Measurement Design
We don’t claim lift. We poll for it.
Every selected creator runs preset story polls with their own audience — what they drink in summer, which ice-tea brands they’ve seen lately, whether they would pick one up. The same questions repeat in waves, so uplift is a measured delta, not a modeled guess.
Wave 0 — Baseline
Pre-launch
Preset polls on all winning creators’ stories establish starting awareness, consideration, and purchase intent — per region.
Wave 1–2 — Pulse
Mid-flight
The same polls repeat as films air and boosts scale, tracking movement while there’s still budget to reallocate toward what’s working.
Wave 3 — Post
Campaign close
The final wave locks the verdict: brand uplift, consideration uplift, and purchase-intent uplift — each expressed in percentage points.
Every result read three ways
Strategix
BurgerKing × UTURN — Summer 2026
05 / 10
The Value of a Point
On a 15-million-person market,one percentage point is150,000 people.
Awareness
1.11 SAR
Per newly aware consumer
At the expected +9-point lift, 1.35M consumers newly recognize McDonald's. The full 1.5M SAR budget prices each of them at 1.11 SAR — a fraction of interruption-media cost per confirmed recall.
Consideration
2.00 SAR
Per consumer moved into the set
At the expected +5-point lift, 750,000 consumers move Al Rabea into their summer consideration set. Each costs 2.00 SAR — and consideration, unlike impressions, persists past the flight.
Purchase Intent
945K SAR
Incremental revenue per point
Each intent point is 150,000 consumers declaring they'll buy. At a 30% conversion and a six-unit summer basket at 3.5 SAR, one point returns 945K SAR — 63% of the entire campaign budget.
Model assumptions: 15M addressable consumers · 30% intent-to-purchase conversion in season · 6 units per converted consumer per summer · 3.5 SAR average retail price.
Strategix
BurgerKing × UTURN — Summer 2026
06 / 10
Projected Uplift
Three scenarios, one break-even.
Ranges are set from regional creator-campaign benchmarks for high-attention, dialect-native content at 60%+ reach of the addressable market. Every figure below is verified by the poll waves — not modeled after the fact.
| Poll-verified outcome | Conservative | Expected | Breakout |
|---|---|---|---|
| Brand awareness uplift | +6 pts | +9 pts | +13 pts |
| Consideration uplift | +3 pts | +5 pts | +8 pts |
| Purchase-intent uplift | +2 pts | +3.5 pts | +5 pts |
| New buyers (30% conversion) | 90,000 | 157,500 | 225,000 |
| Incremental summer revenue | 1.89M SAR | 3.31M SAR | 4.73M SAR |
| Return on 1.5M SAR invested | 1.26× | 2.21× | 3.15× |
Break-even sits at +1.6 points of purchase intent — one third of the expected outcome. Everything above it is measured profit.
Strategix
BurgerKing × UTURN — Summer 2026
07 / 10
ROI per Percentage Point
Every intent point returns 63% of the budget.
Cumulative incremental summer revenue by purchase-intent uplift, poll-verified. The 1.5M SAR budget is fully recovered before +2 points.
The ROI Ladder
+1.6 pts
break-even — the campaign has paid for itself
+3.5 pts
expected — 2.21× return, 1.81M SAR net gain
+5 pts
breakout — 3.15× return, 3.23M SAR net gain
+ virality
earned reach is upside on top — boost buys the floor, culture buys the ceiling
Strategix
BurgerKing × UTURN — Summer 2026
08 / 10
Where the 1.5M SAR Goes
Spend follows cultural fit.
1.5M
SAR
600K SAR — Regional boost media (40%)
Fragmented by geography: each winning film amplified into its creator’s home region, reallocated weekly toward the strongest poll movement.
450K SAR — Creator open call & fees (30%)
Fifty briefed creators across ten regions; winning films licensed for the full flight across brand and network channels.
150K SAR — Owned-channel distribution (10%)
Native placement across UTURN, Saudi Gamer, and Saudi Eats — trusted communities, zero auction tax.
150K SAR — Production & curation (10%)
UTURN studio jury, quality control, cultural clearance, and edit support for every winning film.
150K SAR — Measurement (10%)
Baseline, pulse, and post-campaign poll waves; results read by geo × audience × virality.
Strategix
BurgerKing × UTURN — Summer 2026
09 / 10
Let's make BurgerKingthe taste of the summer.
Ten regions of humor. Three waves of proof. Every point of lift, priced and earned.
Strategix Sales · In partnership with UTURN Entertainment · Summer 2026