Before CulturaWorks Was Born...

Before launching CulturaWorks, I led marketing for TikTok across EMEA, and North & South Africa. These campaigns didn’t just perform — they shaped the culturally rooted, strategy-first approach we now bring to every client.

Here’s a look at some of the work that defines how we think, build, and grow.

TikTok | Brand Perception Shift

Objective: Reposition TikTok in Egypt from being seen as unapproachable and unfulfilling to a trusted, credible, and authentic platform — with a focus on adults 35+ (L45).

Approach:

Led the full strategic rollout during my time at TikTok, reshaping perception through culturally rooted storytelling, creator-powered messaging, and a media-first omnichannel strategy.

The “#فايتك_كتير” campaign, fronted by actor and real-life TikTok enthusiast Karim Mahmoud Abdelaziz, positioned TikTok as the most diverse content platform in Egypt. We featured 14 real creators across a spectrum of genres — including Sports, DIY, Fashion, Makeup, Cooking, Travel, and more — to reflect the richness of TikTok’s creator ecosystem.

The campaign ran across TV, digital, OOH, DOOH, radio, and programmatic channels, ensuring the message reached all segments of the target audience with both reach and frequency — making the brand feel present, relevant, and trusted.

Results:

Strong performance across all brand KPIs
Hero film gained exceptional recognition and recall across audiences
Campaign resonated with both users and non-users
TVC stood out as one of the most memorable ads among competitors

TikTok × AFCON 2021 (Awareness Campaign)

Objective: Amplify TikTok’s sports positioning across Africa by sponsoring AFCON 2021 in Egypt, Nigeria, and Sub-Saharan Africa.

Approach: While at TikTok, I led the strategic localization of the global AFCON campaign across Egypt—adapting assets for TV, DOOH, radio, digital, and programmatic in collaboration with regional and global teams.

Results:

Surpassed TOMA (Top of Mind Awareness) targets
+11% lift in sports vertical association
Strong multi-channel reach and brand likability lift among football audiences

TikTok MENA | Minor Safety Campaign

Objective: Build trust with broader audiences — particularly adults 45+ — by raising awareness around TikTok’s safety, privacy, and digital well-being features.

Approach: While at TikTok, I led the strategy and rollout of the first-ever out-of-app minor safety campaign globally — launched from the MENA region.

This fully integrated, omnichannel campaign was designed to spotlight TikTok’s family pairing, privacy, and digital well-being features, with the goal of creating age-appropriate experiences and increasing transparency.
Executed across TV, digital, radio, OOH, and programmatic, the campaign addressed cultural sensitivities head-on, building trust with a broader audience — particularly parents and adults 45+.

The campaign ran across high-impact digital platforms, including social media, programmatic, and video networks, directly addressing cultural concerns and reinforcing TikTok’s commitment to safety and trust.

Results:

Significant uplift in awareness and trust metrics
High engagement and reach across multiple markets
First recorded breakthrough in family pairing awareness in Egypt and KSA.

TikTok LIVE × UEFA EURO 2020 (Half-Time Concert)

Objective: Bring global music and sports culture together by amplifying Ed Sheeran’s EURO2020 halftime concert across the MENA and SSA region — while boosting platform engagement and song discovery.

Approach: While at TikTok, I collaborated with the Global Marketing Team to localize and amplify Ed Sheeran’s EURO2020 halftime LIVE concert across the META region, adapting content strategy and regional execution to drive visibility, viewership, and cultural impact.

Results:

6.1M+ unique viewers across the original broadcast and three replays — the most-watched artist performance in TikTok LIVE history
Over 300K video creations using Bad Habits in its first 7 days — the largest global song preview ever on the platform
Achieved wide-scale reach and strong engagement across premium ad placements in the META region

🛡️ Disclaimer:

These campaigns were led during my tenure at TikTok and are included to showcase my strategic and creative contributions to brand building across the MENA, and global. All featured content are publicly available and shared solely for portfolio purposes.