Brief
Lipton approached Hashtag & Starfish to support the launch of its new balanced tea taste, aiming to make it part of every prolonged Ramadan gathering. The challenge: introduce the product organically, while keeping the content engaging and family-oriented, just like the spirit of Ramadan.
The goal was simple: emphasize the balanced taste of Lipton through influencers, aligned with the values of balance, togetherness, and joy.
Thinking
At Hashtag, we flipped the script — instead of going “influencer first,” we went game first.
We knew that to cut through Ramadan clutter and spark real curiosity, the audience needed to experience Lipton’s message, not just hear it.
So we designed a custom AR game filter around the campaign’s core message: “Mawzoon” (Balanced) — turning the product into a moment of fun.
Influencers didn’t just talk about Lipton, they played with it, laughed with it, and made it part of their reality — just like it would be in any gathering
Execution
We collaborated with 9 influencers across UAE & KSA, combining the reach of 6 mega influencers with the intimacy of 3 macro creators to drive relevance and engagement.
Key Activations:
- Custom AR Filter Game: Users balanced a virtual cup by shouting “Mawzoon”, blending gameplay with Lipton’s message.
- Scripted Flexibility: Influencers were given tailored scripts to match their content style, ensuring content felt organic, not forced.
Relatable Ramadan Content: From funny friend moments to family gatherings, each post reflected the authenticity of Ramadan
Featured Creators & Highlights:
- 🎥 Saudi Reporters – Seamless integration using the AR filter + approved script
- 😂 Hattan – Light-hearted content featuring friends and shared laughs
- 🕌 Amar & Rim – Family-driven content rooted in relatable Ramadan realities
- 🎉 Norah & Khalid – Group challenge with influencer friends including Areej Nashashibi, Aliona, and Yazan Abweny
Results
The campaign didn’t just go live — it took off. With the “Mawzoon” message as its anchor, Lipton became the brand for balanced Ramadan moments.
- Total Views: +19 Million
- Total Reach: +11 Million
- Total Engagement: +400 Thousand
- Story Views: +100 Thousand
- Story Reach: +90 Thousand
- Story Engagement: +1000
Conclusion
This wasn’t just a Ramadan campaign — it was a shared experience.
By putting the game first, and allowing influencers to amplify it with heart and humor, we delivered not just impressions , but impact.
Lipton’s new balanced taste became more than a product. It became a moment that people played with, laughed at, and remembered — all while sipping together during Ramadan.
