RAMADAN KITCHEN

Ramadan content doesn’t work if it feels bolted on. Benefit wanted to celebrate the month in a way that resonated with regional audiences, so we created The Benefit Kitchen. A five-episode digital series bringing together some of the region’s biggest YouTube and TikTok creators around food, creativity and friendly competition. Supported by behind-the-scenes TikTok content to fuel cross-platform momentum, the series blended long-form storytelling with snackable moments designed to travel.

The result was sustained attention. Episode one reached 1.6M organic views in its first week, episode two hit 1.1M, and episode three became the #2 trending video on YouTube in the UAE and #4 in Saudi Arabia within 24 hours, proving that when Ramadan content is made properly, audiences stay.