Netflix

THE BRIEF

The launch of Finding Ola Season 2 marked the continuation of Ola’s self-discovery journey, with a strategic focus on engaging existing fans and attracting new audiences.

The primary goal was to renew excitement for the show’s return, spotlight the addition of key new cast members, and position Finding Ola as a relatable series with universal themes of love and growth.

Ruder Finn Atteline’s strategy was to craft a multi-faceted PR campaign that leveraged high-impact media partnerships, influencer collaborations, on-ground local engagement in KSA, and a hybrid media junket to maximize visibility and drive audience engagement across key regional markets.

THE DELIVERY

To achieve these objectives, Ruder Finn Atteline implemented a dynamic and targeted approach, incorporating a mix of celebrity endorsements, media engagement, and localized activations. Key components of the strategy included:

Celebrity Endorsement & Cast Highlights

• Positioned lead actress Hend Sabry as both the star and executive producer, emphasizing her dual role to enhance the show’s credibility and appeal.
• Spotlighted the chemistry between new cast members, Dhafer L’Abidine and Tarek El Ebiary, to generate intrigue and excitement around the latest season.

Strategic Media Partnerships

• Secured a 360-degree collaboration with Hia Magazine to amplify regional buzz, particularly in Saudi Arabia, ensuring the series resonated with influential female audiences.
• Fostered ongoing media engagement with Tier 1 publications to sustain coverage and audience interest.

Hybrid Media Junket & Content Creation

• Organized a hybrid media junket featuring prominent media outlets and digital content creators, enabling wide-ranging regional and pan-Arab coverage. The junket saw attendance from 14 key titles including Harper’s Bazaar Arabia, ET Bil Arabi, Identity and more
• Developed engaging social media content, including behind-the-scenes moments, TikTok collaborations, and viral content that extended the show’s digital footprint.

Localized Engagement & High-Impact Activations

• Hosted an exclusive celebratory dinner in Riyadh, bringing together key influencers, KOLs from government and community groups, celebrities, and media figures to drive word-of-mouth engagement and establish local relevance.
• Leveraged trending topics, including the viral CR7 jersey moment, to maximize organic social media reach and fan engagement.

THE OUTCOME

• Total Media Reach: With over 350 clippings across UAE, KSA, and Egypt and 120 clippings on social media, extensive coverage secured across leading regional media outlets, ensuring high visibility and sustained audience engagement.
• PR Value Generated: Strong editorial presence in Tier 1 media publications, underlining the campaign’s success in delivering impactful storytelling and brand positioning.
• Editorial Coverage: Featured in top-tier platforms, including Al Arabiya, Hia, Sayidaty, ET Bil Arabi, Youm7, Masrawy, and Ahram Online, amplifying regional excitement and audience interest.
• Audience Engagement: Social media engagement reached record levels, with standout moments like the CR7 jersey post driving viral conversations and support from influential figures.
• Increased Visibility: The 360-degree partnership with Hia Magazine directly engaged influential women in Saudi Arabia, fostering strong word-of-mouth and long-term brand affinity.