TIKTOK - YOU ARE MISSING A LOT!
Brand | TIKTOK |
Product/Service | TIKTOK |
Entrant | KIJAMII Cairo, EGYPT |
Category | Integrated Campaign Led by Digital |
Idea Creation
|
KIJAMII Cairo, EGYPT
|
Production
|
GOOD PEOPLE FILMS Cairo, EGYPT
|
Post Production
|
JAZZ FILMS Cairo, EGYPT
|
Background
TikTok encountered some hurdles in the Egyptian market that led to dropping the brand and content image because of some questionable user-generated content on its platform that angered public opinion, despite a rapidly-growing user base.
Tiktok needed to launch their first local branding repositioning campaign addressing emotional and functional perception barriers to the app, with a specific target audience of non-users who perceive the platform negatively.
We needed to re-establish Tiktok as a youthful, dynamic and respectable content discovery platform fit for everyone.
Describe the strategy
1st Party Data supplied by Tiktok help identity the key top performing content categories on the platform, which in turn help us in shaping the campaign's creative strategy and key messages. This also helped us select the campaign's protagonist - Karim Mahmoud Abdel Aziz - to leverage his 2.2 million fan base as part of the campaign's audience - and formulate the assets' variations to cater to our different affinity and gender audiences.
Through this strategy, we were able to demonstrate the relevance of the brand / platform to our chosen target audiences, and we were able to reach our prospective audiences in various online and offline touchpoints during their day-to-day activities.
Describe the execution
The campaign includes 30 tailored copies of various durations and gender affinities and dimensions, two English and Arabic radio copies, a massive outdoor campaign covering greater Cairo and Alexandria, an in-app landing page, and a digital activation on and off Tiktok utilizing the real Tiktok content creators featured in the copies and in the rest of the campaign verticals to convert people from other platforms onto tiktok.
This asset range and diversity powered an integrated media strategy across mediums to deliver the campaign's main message clearly on a mass scale, and for the duration of two months.
List the results
The campaign resulted in some staggering numbers of viewership and engagement, with 80% of researched audience changing their perception positively about Tiktok as a platform for discovery.
The campaign also scored a 75% ad recall rate, and a 66% likeabilty score, all surpassing pre-set Egyptian benchmarks by the independent research partner, in addition to winning over new non-users with 56% of them recalling the ad positively.
On Tiktok, the ad campaign and its online engagement activation saw 790 million+ views.
Credits
Sherif Ghoname |
Kijamii |
Creative Director |
Omar Shoeb |
Kijamii |
Head of Account Management and Creative Content |
Noha Eid |
Kijamii |
Senior Art Director |
Asmaa Maged |
Kijamii |
Senior Graphic Designer |
Amir Ibrahim |
Kijamii |
Copywriter |
Omar Shawky |
Kijamii |
Director |
Mariam Osman |
Kijamii |
Senior Account Executive |
Khaled Zaki |
Good People |
Executive Producer |
Mahmoud Derbala |
Good People |
Head of Production |
Aly Rady |
Good People |
Line Producer |
Aly Shaaban |
Good People |
Line Producer |
Omar El Shafei |
Good People |
Line Producer |
Mariam Muhie |
Good People |
Line Producer |
Waleed Abdelsalam |
Good People |
Production Manager |
Ahmed Essam |
Good People |
Production Team |
Mahmoud Hosny |
Good People |
Production Team |
Hassan El Non |
Good People |
Production Team |
Aly Ghoneim |
Good People |
Production Team |
Hussein Aziz |
Good People |
Post Producer |
Sameh El Sebaay |
Good People |
Photographer |
Mostafa El Kashef |
Good People |
Director of Photography |
Abdallah El Daly |
Good People |
Director's Producer |
Shady Salah |
Good People |
Assistant Director |
Nadine Elsaid |
Good People |
2nd Assistant Director |
Omar Alaa |
Good People |
Set Designer |
Mirette Amer |
Good People |
Set Designer |
Yasmine El Tazi |
Good People |
Stylist |
Ismail Nosrat |
Good People |
Music |
Nadim George |
Good People |
Trinity Operator |
Omar Seven |
Target Casting Agency |
Casting |
Eshta Eshta |
Good People |
Gaffer |
Baskota Baskota |
Good People |
Grip |
Ahmed Nasr |
Good People |
Camera Assist |
Kamal El Mallakh |
Jazz Films |
Editor |
Charbel Mouawad |
Jazz Films |
Colorist |
Hania Saleh |
Jazz Films |
Studio Producer |
Safeya El Bannan |
Jazz Films |
Post Producer |
Andrew Emad |
Jazz Films |
VFX |
Mohamed Emad |
Jazz Films |
Agency Cut |
Paul Katrib |
Tiktok |
Brand |
Nahla Magdi |
Tiktok |
Brand |
Links
Supporting Webpage