Throughout the six episodes, the main character navigates tricky situations by using key insights he knows by heart.
A Ramadan-themed video series has launched on TikTok to present data and insights related to the Holy Month. TikTok took a creative approach to deliver this narrative, integrating the numbers into “mousalsalat” style episodes, akin to the TV shows that are so popular during Ramadan.
Connected through one storyline, the mini-series called أرقام بينحكى فيها which translates in English to Numbers Worth Remembering sheds light on how brands of all categories can drive results on TikTok. The series follows the story of the main hero, who knows key insights by heart as they help him navigate tricky situations over the course of six episodes.
Each episode was developed to focus on key verticals including automotive, online retail, consumer goods, food and beverage, beauty and luxury.
Commenting on the series, Elias Walid Bassil, Head of Business Marketing & Creative Strategy for Consumer, Retail, ECOM – MENA at TikTok, said: “This year, TikTok is encouraging brands to #BelongDifferently during Ramadan, and our video series proves that we are practising what we preach. By following the principle of “show, don’t tell,” we are making data and statistics entertaining and memorable through short-form video storytelling. The cherry on top is that we are presenting the mini-series in a format relevant to the region and occasion, namely “mousalsal” style episodes, which resemble the beloved Ramadan TV series. We hope marketers in the region find this series enjoyable and useful as they begin activating their Ramadan campaigns.”
Key figures and insights highlighted in the series include 80% of people developing a positive opinion about car advertisements on TikTok, based on research by Walnut Unlimited; 72% of users on TikTok look for product reviews and unboxings, based on data from IPSOS; last year, Ramadan recipes on TikTok received 564m views in MENA, based on internal data; 57% of TikTok users get inspired by content creators to try new household products during Ramadan, based on findings from IPSOS; and 67% of users discover and find inspiration for luxury products on TikTok, based on research by Redseer.
