Bershama streaming premiere.

Yango Play held the exclusive streaming rights to Bershama, which the companies call the second highest-grossing Egyptian film of all time, and wanted its Eid release to land as a big entertainment moment across Egypt. The creator brief shown in TikTok's case study set the goal plainly: more app downloads and more viewing in Egypt.

According to TikTok's case study, the campaign ran in three stages: launch ads in TopView and In-Feed placements, then Prime Time, a format that shows the same viewer up to three videos in sequence within 15 minutes, featuring regional creator Amina Hussein. The last stage used Branded Buzz, which opens a single brief to TikTok's wider creator community; creators were invited to post about what they liked when they watched Bershama on Yango Play, under #برشامة_على_يانغو_بلاي. The brief, shown in the case study, offered creators a share of an EGP 350,000 cash pool, split according to the organic views and engagement their videos earned. Communicate reported that Spark Foundry, part of Publicis Groupe, worked with Yango Play on the creator push, which drew in accounts of every size, from the biggest names to mid-sized ones. TikTok says no brand in Egypt had used either Prime Time or Branded Buzz before Yango Play.