posted on Aug. 05, 2024 at 4:45 pmJan 31, 2025

“I learned this on TikTok” becomes Egypt and KSA campaign

posted on Aug. 05, 2024 at 4:45 pmJan 31, 2025

Kijamii shares its campaign for TikTok inspired by the new wave of "I learned this on TikTok" sentiment in Gen Z.

Still from TikTok x Kijami’s ‘TikTok Usefulness’ campaign

TikTok, the popular short-form video platform, has reinforced its position as a platform for learning and discovery through a recent campaign executed in Egypt and Saudi Arabia. The campaign was launched in partnership with the regional agency Kijamii.

The campaign, launched earlier this year, centered on the idea that TikTok is a valuable resource for acquiring practical skills and knowledge. It was divided into two phases: the first focused on establishing TikTok as a versatile platform integrated into daily life, while the second highlighted features that e

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the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.