The epic collab of Afroto, a hugely popular Egyptian rapper and Aseel, the female Saudi pop sensation and influencer for Rani Float’s Gen Z anthem ‘Shake The World’ was pivotal in expanding Rani’s appeal amongst the Arab Youth. The dynamic duo authentically integrated Rani Float into Arab youth culture, showcasing the brand's cool credentials in ways traditional advertising can't match. Beyond the collab, our innovative TikTok branded mission got the community eager to participate. Thousands of UGC pieces were created, with creators becoming part of the song's animation. 'Shake The World' emerged as a true anthem for the Arab Youth.

Saudi Arabia has one of the highest TikTok reaches, with virtually over 130 of the population aged 18 and older using the popular social video app (source: Statista). But due to cultural norms and etiquette, much of the Saudi user generated content tends to be male skewed, or the face is shielded/covered if the content is from females. So the fact that the Rani Float branded mission in its creative execution enabled both males and females to feel comfortable to create content is a massive cultural achievement.

Rani Float is the only shakeable juice can with real fruit chunks. It’s more than just a juice, but it’s like the shy, quirky kid in school that is dominated in terms of awareness and brand love by big jocks like Al Marai, the cool kids such as Pepsi and Coke and then the rebels like Redbull and Prime.

Rani Float sought to expand its appeal among Arab youth, aiming for brand growth and increased sales

1) Brand growth

a. Total awareness uplift from 60% to above 70%

b. Improvement in the brand love scores by at least 0.2

2) Sales

a. Significant increase in the number of Rani Floats sold during the campaign relative to the period just before launch. Our target was 10% uplift in the key market of KSA

Instead of telling our audience that Rani Float is cool, we associated with the coolest figures in Arab youth culture – the hip-hop artists. We collaborated with Afroto, an Egyptian rapper, and Aseel, a Saudi pop sensation, to drop a viral rap, ‘We Shake the World’.

The rap was the ultimate anthem for Gen Z because we realized that this generation of the Arab Youth don’t get enough props for their extra-ness. So the rap celebrated standing out, getting creative, turning dull moments into parties – they Shake The World. And that 'shake'? It's a low-key nod to shaking the can and unleashing those fruit chunks when you sip on a Float.

From KSA to Jordan, Iraq to Egypt, the Arab Youth are on a whole new level. Despite the turbulence in the world and the region, they're the most ambitious, creative, and optimistic audience globally. But as they’ve grown up in the age of social media, the Arab Youth only really choose brands if they are cool with their peers and influencers. If we wanted to amplify our coolness to expand our appeal, we couldn’t talk about the brand’s cool creds on its own.

But using influencers to sell brands is also overdone. We needed to dive deep into the culture, not just ride the wave. We could only do that by creating content that speaks to the Arab Youth about who THEY are, not the brand. To do that, we needed to find the coolest kids in Arab youth culture to help Rani Float to be seen with fresh eyes.

The 10-week campaign in KSA unfolded across digital, social, and offline channels with strategic steps:

Tease: Amplifying anticipation on social media, we leveraged over 40 influencers to unbox throwback kits, including Walkman's, building excitement for the upcoming rap.

Launch: On the rap release day, we orchestrated an epic multi-platform approach. An Anghami pop-up notification coincided with a 45" video on YouTube, accompanied by bite-sized 6" and 3" cuts, and unskippable ads on TikTok, Snap, and Meta. Digital buzz prompted Out-of-Home (OOH) activations in all the cool spots in key cities.

Engage: TikTok led with a distinctive mission: choose Aseel or Afroto for a split-screen experience. Content creators showcased their lip-syncing skills, syncing with the song's animation. The best entries transformed into user-generated content (UGC) ads. Malls became summer hubs featuring 360 cameras for interactive fun, while radio competitions added energy, with participants competing for 500AED vouchers from Virgin Megastore.

Rani Float achieved remarkable outcomes in a 10-week campaign.

Brand Growth:

The rap soared to #4 on Anghami in KSA and #1 in Iraq, accumulating 250 million TikTok views and 14 million TruViews on YouTube, surpassing expectations by 12%.

Rani Float's awareness went from 60% to an impressive 73%, marking an 8% increase compared to the previous year.

The 'brand I'd like to be seen with' attribute surged by 30% in just a month.

Sales Uplift:

Net sales revenue in KSA surpassed expectations. It grew by 25% when compared to the same period in 2022, substantially exceeding a target of 10%.

Engagement and Recognition:

The TikTok challenge garnered 6,200 user-generated videos

Meta engagements reached an astonishing 6.6 million, surpassing targets by 558%.

The campaign was featured in Ads of the World in September 2023

TikTok challenge became a best practice case study for TikTok MENA's external trainings.