Daftra launches first brand awareness campaign with Kijamii
Developed in partnership with Kijamii, the campaign aims to reshape public perception and drive awareness of Daftra's full capabilities across sales, invoicing, HR, inventory, and beyond.
The strategy was built around a core insight: while Daftra had strong brand equity in the finance category, many potential users weren't aware of the full range of tools available on the platform. To bridge that gap, the campaign focused on relatable personas and everyday business scenarios, designed to resonate with entrepreneurs, managers, and business owners navigating operational complexities.
Through comedic every-day office challenges, such as logging overtime, raising requests and more, Daftra positions itself as the ultimate solution to business operations.
The result was a series of three hero videos and corresponding 30-second cutdowns, each showcasing how Daftra simplifies various aspects of work life – delivered through humour, authenticity, and clear product storytelling. Distributed across YouTube and social media, the campaign leveraged high-visibility platforms to maximise awareness, reaching over 10 million views on YouTube alone within weeks of launch.
'Our mission was to create a campaign that's product-focused without being overly technical,' said Moataz El-Zeidy, Associate Creative Director at Kijamii. 'By telling real, everyday stories through a culturally relevant lens, we helped shift the perception of Daftra from a niche finance tool to an indispensable platform for running a business.'
'This campaign marks a pivotal moment in Daftra's journey as a leading technology brand,' said Mohammed Saleh, Head of Marketing at Daftra. 'Our goal was not just to boost awareness, but to reshape the way people perceive ERP platforms. Daftra is more than a software – it's a comprehensive ecosystem built to power the growth of modern businesses. With Kijamii's creative excellence, we've delivered a message that reflects our scale, ambition, and commitment to innovation.'
The campaign ran over a three-month period, with upcoming phases focused on deeper product education and user onboarding. Early feedback reflects strong positive sentiment, particularly around how the campaign successfully broadened understanding of Daftra's complete service offering.
Credits:
A Kijamii Creative Production
Group Account Director: Yara Ali
Account Director: Dalia Ashraf
General Manager: Ahmed El Gendy
ECD: Zeyad Salem
ACD: Moataz M. El-Zeidy
Senior Copywriter: Ayman Al Naqeeb
Art Director: Eslam El-shaer
Studio Manager: Marwan Soliman
Animator: Yomna Salah
Colorist: Hisham Ammar
Director: Omar Boray
DP: Muhammed Ebrahim
Production Designer: Ahmed Shabaan
Stylist: Amna el Shandawely
Executive Producer: Ahmed Ezzat
Producer: Aya Diab
Head of Production: Waleed Abdelsalam
Production Manager: Ahmed Essam
Line Producer: Monica
Assistant Producer: Kareem Mahmoud
Post Producer: Hisham Junior
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