Domty Bakery · Egypt · YouTube
For Domty Bakery’s summer YouTube campaign in Egypt, the media plan combined broad delivery with relevant viewing contexts. Creative lengths and formats were reviewed to understand how audiences watched and to identify practical questions for the next campaign.
Media planningA clear role for each part of the campaign.
Format strategyIn-stream and Shorts considered in their viewing context.
Creative insightsCampaign observations translated into future test priorities.
BrandDomty Bakery
MarketEgypt
ChannelYouTube
FocusMedia planning and campaign analysis
In public view
Where the campaign sits on Domty’s own channel
Every figure here is a public view count on Domty’s YouTube channel. Anyone can open the channel and check it.
32.1MViews across the ten campaign assets, in-stream cuts and Shorts
No. 1The campaign’s lead Short is the most-watched thing on the channel, all time
7 of 10Seven of the channel’s ten most-watched assets are from this campaign
Source. Public view counts on the ten campaign assets on Domty’s YouTube channel, read on 16 September 2026 and ranked against the channel’s full history of 190 published assets — 136 videos and 54 Shorts. Counts are cumulative and include organic views. Paid delivery, cost and completion figures are not published.
The challenge
Build visibility during a competitive summer period
The campaign needed to establish a strong YouTube presence while audiences had many competing demands on their attention. The planning challenge was to balance broad delivery with relevant contexts and make the reporting useful for future decisions.
Our contribution
YouTube media planning, setup, placement strategy and analysis
The campaign films were supplied for media activation. The focus here is how they were deployed and evaluated.
Our approach
Structure the campaign around useful questions
We organized the media setup to review creative lengths and formats separately. This helped frame more specific questions about viewing behavior than a single overall campaign average could answer.
Contextual media planning
Combine broad delivery with relevant viewing contexts
The plan combined broad YouTube delivery with football-related content and selected placements. Each layer had a defined role in balancing scale and contextual relevance.
Broad deliveryScale across the market
Relevant contentFootball-related viewing contexts
Selected placementsChosen channel environments
Format strategy
Evaluate formats in their viewing context
In-stream and Shorts offer different viewing experiences. We reviewed their contribution using the relevant measures for each format, and considered device context when interpreting the results.
Creative learning
Use campaign observations to shape the next test
The review raised useful questions about how quickly each film communicated its message, and how creative length interacted with the viewing context.
Our recommendation was to test earlier message delivery and compare creative lengths under more consistent conditions. Length should be evaluated alongside the message, audience and placement before drawing a wider conclusion.
What the work contributed
The campaign review connected media execution with practical planning questions: how to use viewing contexts, how to assess different formats, and which creative choices to test next.
These observations can inform the next brief. They are recommendations from the campaign analysis, rather than a claim that a permanent production rule was adopted.
Note on scope. This overview focuses on the media approach and campaign learnings. The only figures published are public YouTube view counts that anyone can verify on the channel. Campaign budgets, unit costs, detailed account configuration and proprietary performance breakdowns are not included.
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