You’re missing out on a lot!

The campaign is the first TikTok's local branding repositioning campaign in Egypt. the main objective is to address the 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.

Globally, TikTok is already recognized as the most exciting content discovery platform. So to entice our audiences, we leveraged this age’s most predominant fear, the fear of missing out (FOMO), to get them interested in the platform and to change their perception.

To deliver the message far and wide, we launched a fully-integrated campaign (Digital - TV - Outdoor - Influencer marketing - Radio) with a well-known Egyptian actor Karim Mahmoud Abdel Aziz as its protagonist, representing the everyday user who understands TikTok’s true power and taking the viewers on a journey through some of its top performing categories in Egypt (food, sports, traveling, DIY, fashion, make-up, entertainment, and beyond) through the eyes of 13 select TikTok content creators, who appeared extensively in the campaign to lend authenticity and credibility to the campaign, and to continue the conversation beyond the ad, helping win over old and new audiences alike.