Yango Play has partnered with Spark, part of Publicis Groupe, to mobilise 1,419 creators across Egypt as part of a TikTok campaign supporting the streaming platform’s exclusive release of Bershama.
The campaign made Yango Play the first brand in Egypt to use TikTok’s Branded Buzz creator solution, which allows brands to publish a single creative brief that is opened to the platform’s wider creator community.
The campaign coincided with the Eid-period streaming release of Bershama, following the film’s theatrical run. Yango Play had secured exclusive streaming rights to the title, which the companies described as the second highest-grossing film in Egyptian cinema history.
Spark and Yango Play asked creators to share what they enjoyed about watching Bershama on Yango Play. The campaign brought together creators across different audience sizes, from mega-creators to mid-tier voices, with the aim of combining broad reach with community-led content.
According to the companies, the campaign generated millions of video views, along with 1.5 million likes and more than 100,000 additional engagements. The activity ran through organic, non-paid traffic.
Ksenia Alekseeva, head of paid media at Yango Play, said creators had brought “energy and fresh perspectives” to the promotion of Arabic titles on the platform.
“TikTok is a tool that helps us work with creators seamlessly and at scale,” she said, adding that Branded Buzz allowed creators to engage their audiences while helping Yango Play build awareness around the release.
Alexis Azzie, business lead at Spark Foundry, said the campaign was designed to give creators the freedom to tell the Bershama story in their own way.
“Great media isn’t just about reaching people; it’s about giving them a reason to engage,” Azzie said. “By empowering creators to tell the Bershama story in their own way, we built momentum that felt authentic, community-driven and culturally relevant.”
The campaign comes as streaming platforms increasingly use creator communities to support major entertainment releases, shifting promotional activity from individual influencer partnerships towards broader creator-led participation.
