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 enable users to personalise their experience.
The campaign’s core message, encapsulated in the tagline “I learned on TikTok” or “TikTok taught me,” aimed to effectively communicate the platform’s educational value.
By showcasing real-life examples of how users have benefited from TikTok’s content, the campaign successfully shifted perceptions and encouraged a broader audience to explore the platform’s educational offerings.
The campaigns have been actualised in two videos, in different Arabic dialects for the Egyptian and Saudi Arabian markets. Kijamii collaborated with creatives Hamba & Doss for the campaign’s direction and execution, with in-house creatives handling the localisation for the Saudi Arabian market.
Both videos follow the same narrative. The scene begins with a coach giving his team a pep-talk during halftime in the locker room. In the middle of his passionate speech, he’s unable to catch his breath and catches a case of the hiccups. Immediately at his rescue, a player finds a TikTok video that tells them to suck on a lemon to cure the hiccups.
The next cut of the film shows the coach stretching based on one he learned from a TikTok video.
Kijamii said the campaign’s success can be attributed to its ability to resonate with audiences and effectively communicate TikTok’s value proposition. By showcasing the platform’s practical applications, Kijamii claims the campaign has contributed to TikTok’s growing reputation as a hub for learning and discovery in the region.
“We’ve crafted a campaign to highlight TikTok as a valuable resource for learning, and have engaged audiences through impactful storytelling,” said Omar Shoeb, Managing Director at Kijamii Saudi Arabia.
“We’re proud that our collaboration with TikTok has spanned multiple projects since launching their first branding campaign in the region in 2021,” he said.
Credits:
Agency/Production House: Kijamii
Creative and Directors: Ahmed Hamdallah and Sherif Doss
Managing Director, KSA: Omar Shoeb
Client Servicing Director: Menna Essam
Account Director: Marina Youssef
Account Manager: Zeina Amer
Senior Copywriter: Ayman AlNaqeeb
Senior Social Media Editor: Khalid Alotaibi
Senior Business Development Manager: Tarek Attar
Executive Producer: Ahmed Ezzat
