The Brief
tabii, a new family-focused entertainment platform from Turkey’s national broadcaster TRT, entered a crowded streaming space dominated by established regional and global players. With a mix of Turkish dramas, documentaries, and original shows available in multiple languages—including Arabic—it set out to become the go-to destination for culturally rich, emotionally engaging content across the MENA region. But standing out as a newcomer with low brand recognition was no easy feat. Our challenge? Spark real interest, build trust across culturally diverse markets, and drive meaningful engagement using content creators who could turn the platform’s promise into conversation—and conversions.
The Solution
To support the launch of tabii AR, the Arabic-language experience of Turkey’s national streaming platform, we partnered with FINN Partners to lead the influencer strategy—placing regional relevance and cultural resonance at the core of our approach. The goal was to make tabii feel not just available in Arabic, but made for Arabic-speaking audiences.
47 creators whose content aligned with the platform’s family-first, emotionally rich storytelling—spanning verticals like lifestyle, family, entertainment, and comedy were selected. Each creator was briefed to highlight the apps unique offering: Turkish dramas and originals dubbed in Arabic, an intuitive user experience, and a platform built to feel culturally familiar and accessible.
The Engagement
To deepen engagement, tabii hosted a curated launch event in Dubai, where creators were invited to experience the platform firsthand. They met notable Turkish actors, explored tabii’s original content library, and got an early look at the platform’s unique offering—from exclusive series to its intuitive user experience. The event gave creators rich, behind-the-scenes moments to share, helping bring the platform’s storytelling spirit to life for their audiences.
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