You’re missing out on a lot!

Agency: Kijamii

TikTok's First Brand Campaign In Egypt


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.

This professional campaign titled 'You’re missing out on a lot!' was published in Egypt in December, 2021. It was created for the brand: TikTok, by ad agency: Kijamii. This 360°, Digital, and Film media campaign is related to the Other industry and contains 1 media asset. It was submitted over 1 year ago.


Advertising Agency: Kijamii
Production Company: Good People
The Agency Team:
Head of AMCC: Omar Shoeb
Creative Director: Sherif Ghoniem
Associate Creative Director: Noha Eid
Art Director: Asmaa Maged
Sr. Arabic Copywriter: Amir Ibrahim
Sr. English Copywriter: Omnia Gamal
Account Manager: Mariam Osman
Multimedia team leader: Noha Wagih
Senior multimedia specialist: Amir Haggag

Good People Team:
Director: Omar Shawky
Executive Producer: Khaled Zaki
Head of Production: Mahmoud Mostafa Derbala
Line Producer: Aly Rady - Aly Shaaban
Assistant Producer: Mariam Muhie
Post Producer: Hussein T. Aziz

Post House: Jazz Films
Editor: Kamal El Mallakh
Colorist: Charbel Mouawad
Post Producers: Safeya El Bannan - Hania saleh

Sound Design and Mix: Ismail Nosrat

Radio Producer: Tarek Elaraby

Josh Cellars
NCS (National C...


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