Egypt Influencers Boost Taj Misr’s Viral Campaign

Taj Misr: A Bold Journey of Building Egypt’s Future

Since 2006, Taj Misr has been a trusted name in Egypt’s real estate sector—known for premium residential, commercial, and mixed-use projects. With a focus on innovation, quality, and timely delivery, the company has led iconic developments like the De Joya series and Taj Tower, redefining modern living across Egypt. Influencer Management

Background

Taj Misr Developments, one of Egypt’s premier real estate developers, aimed to generate unprecedented buzz around their brand using an unconventional approach. Known for their dependability and timely project delivery since 2006, Taj Misr wanted to make a bold statement: “We Don’t Kid Around”.
They partnered with us to execute a two-phased influencer campaign — a mystery teaser, followed by a creative reveal — designed to intrigue the public and elevate brand perception.

What was the challenge?

Breaking Through the Noise: Cairo’s billboards are overly saturated with real estate ads. Taj Misr needed a campaign that would cut through the clutter.
Building Curiosity Without Oversharing: The teaser phase had to spark genuine conversation while keeping the brand anonymous.
Seamless Influencer Activation: The brand had to ensure that 15+ influencers delivered unified but distinct storytelling while staying aligned with Taj Misr’s premium image.

Objectives

Generating Speculation & Buzz: To initiate a wave of public curiosity through witty, mysterious billboard messaging.
Maximizing Digital Reach: To leverage influencers to amplify visibility across social media.
Elevating Brand Perception: To position Taj Misr as bold, creative, and forward-thinking.
Driving Engagement: To inspire audience interaction through polls, guesses, and comments.

Strategy

Teaser Phase: Over a dozen influencers were activated to create Instagram stories reacting to the mysterious “We Don’t Kid Around” billboards spotted across Cairo. They filmed organic, unscripted content asking followers to guess who was behind the teasing tone — sparking speculation that ranged from tech giants to entertainment brands.
Reveal Phase: Two weeks later, the same influencers posted collaborative reels with @TajMisrDevelopments, revealing that the creative mind behind the teasing campaign was Taj Misr all along. Influencers educated their audiences on the brand's legacy, highlighted recent projects like Dejoya 4 and the upcoming New Sphinx mega development, and praised the company for its bold, out-of-the-box approach.

Execution

Campaign Duration: March–April 2025
Platforms Used: Instagram & TikTok
Influencer Count: 15 Influencers

Creative Assets:

3–6 Instagram Stories (Teaser)
1 Instagram Reel (Reveal, in collaboration with @TajMisrDevelopments)
Unified hashtag: # #تاج_مصر_طلعوا_مبيهزروش

Results

Massive Combined Reach:
- Teaser Campaign: ~2.5M cumulative reach across stories
- Reveal Campaign: Over 5.5M cumulative reel views
Top Performing Influencers:
- Lina El Tahtawy: 6% ER, 302K views (Teaser)
- Aziz El Akkad: 5.25% ER, 142K views (Reveal)
- Nada El Ashmouny: 3% ER, 167K views (Reveal)
Engagement Highlights:
- Thousands of replies and DMs guessing the brand identity
- High replay and share rates on reveal reels
- Influencers organically praised the campaign's daring concept
Cultural Impact: Taj Misr positioned itself not just as a builder of real estate, but as a builder of narratives — proving that the real estate world, too, can be daring, witty, and creatively disruptive.

Essence Adverts Ignites Buzz for Taj Misr

For Taj Misr, Essence Adverts managed the full influencer process—from contracting 15 creators to briefing, content approvals, and performance tracking. The campaign launched with a teaser phase, followed by a bold reveal, generating over 8 million combined views and thousands of organic interactions. The hashtag #تاج_مصر_طلعوا_ما_بيهزروش sparked a cultural buzz, positioning the brand as bold and unconventional in real estate.

Taj case study

Taj Misr: A Bold Journey of Building Egypt’s Future

Essence Adverts Ignites Buzz for Taj Misr