Yango has activated TikTok’s Logo Takeover format through a campaign for Yasmina, its AI-powered Arabic voice assistant and smart speaker. The campaign intends to mark a regional milestone in premium digital advertising and demonstrates how strategic platform collaborations can drive both mass awareness and measurable business impact.
The campaign was strategically orchestrated by media agency SPARK Foundry Middle East in collaboration with Yango Yasmina, using TikTok’s premium Logo ad Takeover format to position Yasmina at the centre of the platform’s highest attention moment, the instant users opened the app.
Rather than relying on a single placement, the campaign extended across TikTok’s ecosystem of premium formats, including TopView, Top Feed and Branded Mission, helping sustain visibility, deepen engagement and drive measurable downstream action beyond the initial takeover moment.
“At Yango, we’re always looking to pioneer new ways to connect with audiences,” said Ksenia Alekseeva, Head of Paid Media at Yango Play. “The TikTok Logo Takeover gave us the opportunity to cut through the noise and capture attention instantly at one of the platform’s most impactful moments.”
Alekseeva added, “What made the experience particularly powerful was the element of surprise, with Yasmina subtly interacting with the TikTok logo itself. We saw an incredibly positive response from users, reinforcing the format’s ability to drive both attention and curiosity around the product.”
The campaign demonstrated how premium first-impression formats can create instant, mass brand presence, deliver measurable brand lift at scale, and position brands as innovators and category leaders through platform-level integrations.
Alexis Azzie, Business Lead, Spark Foundry, said,“Great media isn’t just about reaching people; it’s about giving them a reason to engage. That’s exactly what this partnership with Yango Yasmina and TikTok achieved.
Azzie added, “By bringing the Logo Takeover format to the UAE for the first time, we created a standout first impression that not only captured attention but delivered measurable business impact. It’s a brilliant example of what happens when brands, platforms, and agencies come together with a shared ambition to raise the bar”.
The Logo Takeover delivered exceptional reach at speed, combining mass visibility with strong engagement and traffic efficiency.
TikTok’s Unified Lift Study recorded lifts across brand metrics, yielding a three times higher ad recall than TikTok benchmarks during the actual Logo Takeover launch window, and twice the lift in overall awareness across the full study period.
Furthermore, the campaign witnessed positive uplifts across key events in the Conversion Lift Study such as more than 402 percent relative lift in incremental page views.
These results proved the format high effectiveness at driving brand memorability and awareness, validating its role as a high-impact awareness lever.
CREDITS:
Client: Yango
Agency: SPARK Foundry Middle East
Platform partners: TikTok
