As TikTok was gaining traction at the beginning of the pandemic, and TikTok dance challenges were on all our For You pages, we contacted Lyne Gandour to choreograph an easy-to-replicate, quirky dance to Banah's single El A'adah El Helwa.
We approached TikTok influencers, and over 200 creators joined in on the trend. After they posted their dance videos, the challenge caught on to audiences, and the hashtag reached 11.8M views and over 16M audio streams to more than 6K videos.
With this success came an Arab-wide recognition and features of Banah on shows like Insider bel Arabi and MBC Trending.
The campaign had a pan-Arab reach of young ladies that enjoy Egyptian tunes
Solidifying Banah's Presence in the Digital Sphere
With the release of Banah's next single and music video, Shou El Hal, a Lebanese song this time, we launched another TikTok campaign. This time, however, we contacted Lebanese and Levant creators. We asked creators to do what they do best, create! And come up with their content to the TikTok audio.
I later put together the clips to create the official challenge, which Banah replicated and launched on her TikTok page, as shown in the video below.
bonds formed with influential creators in the first campaign
Fueled the second campaign with creative juices
As creators uploaded videos, I edited collages posted on Banah's social pages. The collages didn't only encourage creators to publish videos but also perfect and brand them to stand out of the crowd.
As Egyptian content usually has higher demand than Lebanese content across the Arab world, the target market was harder to reach. This "problem" served as a challenge, not a hindrance, and the campaign still reached millions of screens.
The TikTok audio stacked over 4 Million streams for the 2nd campaign
over 20 million streams within four months and two campaigns
Thank you!
