Project Overview
A bold campaign by Talabat, bringing together pop voice Ahmed Kamel and rapper Marwan Moussa in a branded music release.
Instead of acting like an ad, we launched the song as a real track — catchy, cinematic, and relatable.
People didn’t realize it was an ad… and that was the win.
Our Results
UGC exploded on TikTok and Instagram Reels
Audiences played it as a song, not an ad
views in the first 24 hours
0
M+
YouTube Trending in Egypt
0
#
What We Did ?
We led the full digital campaign — from strategy to content — turning a personal song into a viral success.
Developed campaign concept & rollout
- Defined clear objectives and built a cohesive creative direction
- Structured the rollout into clear, timed phases
Built a social-first launch plan
- Focused on platform-specific formats that match user behavior
- Scheduled content drops around peak engagement times
Activated smart influencer seeding
- Collaborated with creators whose audience mirrors the target demographic
- Used real-life moments and emotions to connect with viewers
Let the content do the work — with zero ads involved
- Relied on content quality and emotional resonance to drive shares
- Tapped into natural engagement loops instead of paid boosts