Media Campaign — Egypt ( 2024 / 2025 )
A social-first campaign developed to encourage a stronger shift toward online shopping through a more entertaining and personality-driven approach.
Built around a series of comedic video advertisements featuring Egyptian comedian Khaled Aliesh, the campaign focused on making the online shopping experience feel more familiar, accessible, and engaging for TOMATO’s audience across digital platforms.
The campaign was developed and led by Media90z from concept to rollout, including campaign direction, scriptwriting, media coordination, copywriting, publishing strategy, media buying, and overall digital support throughout the campaign lifecycle. Production execution was developed in collaboration with a partnering production agency.
The campaign included three main video advertisements, supported by additional reels, social-first content pieces, and campaign photography designed to extend the visual language across multiple touchpoints.
Rather than relying on traditional promotional messaging, the direction leaned into humor, relatable scenarios, and fast-paced storytelling to create a more memorable and shareable campaign presence online.
Across the campaign, the content focused on maintaining a balance between commercial objectives and entertaining digital storytelling, allowing the brand to communicate its online shopping experience in a lighter and more culturally relevant format.
Visual communication throughout the rollout was designed to feel energetic, accessible, and platform-native while still aligning with TOMATO’s broader brand identity.
The campaign was rolled out across multiple social media platforms throughout Summer 2024 and Winter 2025, contributing to a significant increase in online brand awareness and a 5x growth in online sales during the campaign period.
A digitally-led campaign designed to strengthen TOMATO’s online presence through entertainment-driven content, platform-focused storytelling, and a more audience-oriented brand experience.
