Netflix

THE BRIEF

Echoes of the Past is an Egyptian series with huge Egyptian A-list stars, which premiered on Netflix on December 6th.

The story revolves around Yehia, who, after being released from prison, looking to uncover the truth behind the mysterious death of his sister, Nadia, which occurred 15 years ago.

Our campaign focused on generating buzz in Egypt, leveraging the star-studded cast to secure interviews, and creating a significant impact in the KSA audience by creating multiple engaging campaign beats.

THE DELIVERY

• To ensure the trailer made an impactful debut, we collaborated with the show’s stars on a cast reveal campaign as part of our first beat. Each cast member posted an image on their Instagram, tagging and blaming one another for being responsible for Nadia’s death. Together, their posts reached a combined audience of 18,384,200 followers.
• We dispatched the trailer announcement to top-tier MENA media outlets, including the December 6, 2024 launch date, to build excitement and develop the show’s narrative.
• We worked with ET Bil Arabi, with 11.9M followers, to create eight teasers, each highlighting the good and evil sides of the characters, helping the audience understand the depth of each role, which was posted on their Instagram page.
• To celebrate Egyptian talent and the series’ creation in Egypt, we hosted a red-carpet premiere in collaboration with the Cairo Film Festival. The event featured a screening of the first two episodes and exclusive interviews with the cast, generating buzz ahead of the launch.
• We organized a press conference, providing media outlets the opportunity to ask more detailed questions for their articles about Echoes of the Past. We invited Egyptian and GCC media with a strong focus on entertainment to have the exclusivity of meeting the talents and interviewing them.
• Following the press conference, we hosted a cocktail party at St. Regis Cairo, featuring a red carpet where selected media had exclusive interview opportunities with the cast, followed by celebrations to mark the show’s launch. After these events, we distributed a post-event announcement to top-tier media in Egypt and the GCC.
• We arranged exclusive interviews with Blinx, Hia, Sky News Arabia, The National Newspaper, IGN, Al Arabiya TV, and content creator Abdulaziz Khuja to help create impact in KSA.
• Additionally, we collaborated with content creators Omar El Deen, Ray Rashid, Amina Hussein, and Abdullah Amiri, as they have high engagement in Saudi Arabia. They were given exclusive access to the first two episodes and shared review reels on Instagram and TikTok, reaching their combined audience of 1,015,900 followers.

THE OUTCOME

• Total pieces of coverage: 500+ (across online, print, and social media)
• Media engagement – Interviews conducted: 13+ with a total reach of 22.9M+ on social media
• Press conference attendance: 15+ media
• Cocktail attendance: 150+ guests, including media representatives, content creators, cast, crew, and members of the Netflix team
• Reach above 17 million followers across the talent’s social media