- Concerts and events
- Marketing Campaigns
- الإعلانات الممولة
Case study Mohamed Ramadan’s Concert Egypt
Mohamed Ramadan concert: marketing campaign
Behind the Mohamed Ramadan concert campaign in Alexandria, up to its cancellation.
The campaign started about five weeks before the concert: ads on Facebook, TikTok and Instagram, billboards in Alexandria, videos with the singer and emails to sponsors. Two weeks before the date a boycott hashtag spread. We kept the marketing positive, then the officials cancelled the concert for security reasons.
- Duration
- About 5 weeks before the concert
- Channels
- Facebook · TikTok · Instagram · Billboards · Email
- Country
- Egypt
What we did
Designs and screens from the project
- Online campaign on Facebook, TikTok and Instagram
- Billboards in Alexandria and banners on Arabic websites
- Video and Reels production with the singer
- Email marketing to sponsors
The full story
The brief
I managed the marketing campaign for Mohamed Ramadan‘s concert in Alexandria, while I worked with Primavera Marketing Agency. The concert was set on the Alexandria seafront, in Sidi Gaber. The strategy and its execution were my responsibility.
It was one of the most exciting campaigns of my career. Plans changed by the hour, and my team worked from a war room. Close to the date, the campaign came under attack.
What I did, in order
1. Ads online and on the street, about five weeks out
The campaign started about five weeks before the concert, on Facebook, TikTok and Instagram. We added banners on popular Arabic websites and billboards on Alexandria’s streets. The billboards gave the venue and the date. They went up with a new song, Dosha, and used the look of its video clip.
2. Every ad answers two questions: when, and where to buy
Each social media ad carried the concert date and the places to book tickets. I built the targeting on the keywords of the buyer persona, so the paid ads reached the right people.
3. Videos with the singer
My team shot videos of Mohamed Ramadan telling his fans he was in Alexandria for the concert. He gave the details, dates and ticket prices. Each platform did a different job.
TikTok brought the largest share of awareness, and the videos spread very fast there. Instagram carried short stories and Reels.
Facebook gave the videos little engagement. It still brought the most interaction with the concert poster and the most ticket bookings, because most Egyptians are on it.
4. Emails to sponsors
The concert needed sponsors. I planned an email campaign to the largest companies in Egypt, including Vodafone, Etisalat, Pepsi and Red Bull. Each email was an interactive page built in HTML and CSS, with every detail and the sponsorship prices.
Two weeks before the concert: the attack
A group of Alexandria fans launched a boycott under the hashtag #اسكندرية_لاترحب_بك (“Alexandria does not welcome you”). Many of them refused to attend, mostly people over 30. They were not our target audience, but the hashtag spread across Egypt.
We kept the marketing positive, with sponsored ads, prizes for attending and competitions for tickets at 20% off.
Ten days before the concert, Mohamed Ramadan came to Alexandria to be among his fans. He wanted to show that the attack was an organised campaign. He visited well-known places in the city and met the organising team.
A few days before the date, the officials cancelled the concert for security reasons. The concert never took place, so there are no ticket sales or attendance figures to show.
What to take from it
Judge each platform by the job it does. On this campaign, TikTok spread the news and Facebook sold the tickets.
If you are planning an event, tell me the date and the audience. I will tell you which platform I would give each job to.
