Another in Kingdom to the rescue as one of Hlayel’s unethical competitors launched a smear campaign against Hlayel from outside the Kingdom (to avoid prosecution). The agency advised the client not to go quiet and hope that the growing social media momentum against them would disappear. A campaign tackling the false claims was launched, using humor and national pride. The campaign (which was 100% organic) went viral and led to over 7.2m organic impressions, 22 free reposts by Saudi Arabian influencers, more than 591 comments in support and an engagement rate of 7.4%. All this in a period of 8 days.