Tarek Nour Communications (TNC) dropped a short yet powerful case study on its 2020 Ramadan campaign for La Poire, and it’s packed with timeless marketing lessons.
Ramadan in Lockdown: The Challenge
The COVID-19 pandemic disrupted almost every aspect of Egyptian life during Ramadan 2020. But in a nation known for its love of desserts and tight-knit family gatherings, La Poire—a beloved 45-year-old patisserie brand—needed to find a way to stay relevant and drive sales in a socially distant world.
With lockdowns dampening the festive spirit and gatherings restricted, selling desserts became a serious challenge. But one thing remained constant: TV as a Ramadan staple.
The Creative Strategy
TNC leaned into nostalgia and humor. Using clips from iconic Egyptian TV series from the ’80s and ’90s—featuring stars like Mahmoud Abdel Aziz and Raghda—they created witty, culturally resonant videos for social media. The twist? No celebrity fees or ad slots were needed. Just smart editing and sharp cultural timing.
With minimal media spend, the campaign rode the wave of nostalgic content and user sharing to dominate the conversation.
Results: 5.1M Views and a 50% Sales Spike
The results were staggering: over 5.1 million views across social platforms, high engagement, and widespread sharing—even on TikTok. More importantly, La Poire increased sales by 50% nationwide.
In a year when many brands went silent, La Poire made people smile—and bought dessert.
Why This Campaign Worked
1. No Media Budget, No Problem
TNC didn’t buy ad space or flood YouTube with pre-rolls. The content was engaging enough to go viral on its own.
2. Big Stars, No Paychecks
Instead of hiring celebrities, the campaign cleverly repurposed scenes from Egypt’s most cherished Ramadan TV shows—adding humor and brand relevance without high production costs.
3. Joyful Nostalgia
While many nostalgic campaigns lean on sadness or loss, this one embraced joy. The tone was celebratory, not sentimental.
4. Organic UGC Momentum
Audiences didn’t just watch—they participated. The videos sparked user-generated content that extended reach far beyond what paid media could have delivered. It turned everyday Egyptians into brand ambassadors.
5. Sharing Knowledge
By releasing this case study, TNC contributed to the industry. More creative agencies should follow suit—documenting their work to inspire and educate the marketing community.
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