Yango Play

Objective

Owning the Ramadan entertainment journey

Yango Play is a leading entertainment platform in MENA, offering a mix of local and international content, with Ramadan as its most critical consumption period. During this time, competition intensifies as platforms fight for attention, making it harder to stand out and convert users efficiently.

For Ramadan 2026, Yango Play set out to go beyond traditional awareness campaigns and build a full-funnel strategy that would influence user behavior from early discovery to conversion. The key challenge was timing — instead of competing only during peak demand, the brand aimed to create intent before Ramadan and sustain it throughout the season.

TikTok was selected as the core platform due to its role in shaping entertainment discovery and enabling both cultural relevance and measurable performance at scale.

Solution

Orchestrating a full-funnel “Ramadan Symphony”

Yango Play structured its campaign as a “Ramadan Symphony,” aligning formats and tactics across Pre-Ramadan, Ramadan, and Eid to guide users through awareness, engagement, consideration, and conversion. Each phase played a distinct role while contributing to a unified full-funnel strategy.

In the pre-Ramadan phase, the focus was on building anticipation early. TopView acted as the opening driver of reach, with dozens of placements used to showcase five key titles and encourage users to add content to their watchlists. This approach aimed to create intent before peak consumption rather than reacting to it. During Ramadan, TopView was amplified with sustained In-Feed presence to maintain visibility, while mid-season push notifications helped re-engage users at critical moments.

Engagement was driven through a Mega Branded Mission, inviting users to share their Ramadan watchlists and participate in the conversation. This activation generated 1M clicks and involved 191 creators, turning audiences into active participants. Creator-Led Packages further amplified this effect by partnering with top regional creators to spark authentic conversations and strengthen cultural relevance. At the same time, Yango Play owned key consideration environments by sponsoring Ramadan Hub, #WhatToWatch Hub, and Search Hub, driving discovery through curated content and high-intent search behavior.

To support conversion, the campaign leveraged always-on performance with App Promotion and Streaming Ads. The strategy evolved throughout the period, scaling aggressively with Max Delivery early on and shifting to Cost Cap later to improve efficiency. Additional custom solutions, including push notifications reaching 4.5M users and article links driving deeper exploration, ensured a seamless journey from discovery to action.

Results

Driving full-funnel impact at scale

The campaign delivered strong performance across all stages of the funnel, demonstrating TikTok’s ability to drive both cultural impact and measurable business results. Yango Play achieved over 77M video views and 10M clicks, translating into significant traffic and engagement across key markets, according to internal performance data.

Most importantly, this resulted in a +40% year-on-year increase in installs and +32% growth in acquisition, highlighting the effectiveness of combining awareness, engagement, and performance strategies into a single ecosystem.

Beyond performance metrics, the campaign successfully shifted user behavior by building intent early and sustaining engagement throughout Ramadan. High-impact formats like TopView and participatory activations such as Branded Mission proved especially effective in driving both attention and action.

These results reinforced TikTok’s role as a core growth driver for Yango Play during peak seasonal moments.