EgyptWork
El Abd turns the Mouled season into a major retail-media campaign
Hossametsh20 via Wikimedia Commons (CC BY-SA 4.0)
54 Signals2026
What happened
Egyptian confectionery brand El Abd built a digital advertising campaign around Mouled, the season associated with traditional sweets and celebration. Its agency case study reported 208 million video views and 110,626 store actions during the campaign.
Who is behind it
El Abd led the brand campaign with Adlogic and creative partner Bubblegum Factory.
Why it matters
The work connects a familiar seasonal product with measurable customer behaviour. Its advertising case study links creative formats and media distribution with actions taken by people looking to visit stores.
Beyond the story
The campaign brings Egyptian food culture and a retail business into the same frame, using the seasonal occasion as the reason to engage.
Key figures
- 208 million video views
- 110,626 store actions (Adlogic)
Credits
El Abd (advertiser); Adlogic (agency); Bubblegum Factory (creative partner)
Photo : Hossametsh20 via Wikimedia Commons (CC BY-SA 4.0) • Sources