100 Creators Sourced, 31 Selected, One Movement Launched in 4 Weeks
How Yamammi Built e&'s Creator Campaign From 100 Applicants to a Live Movement in 4 Weeks
e& is one of the largest telecom and technology groups in the Middle East, publicly listed and serving customers across more than a dozen markets.
When a brand that size wants to run a campaign, the bar for creator quality, timeline, and rights management is high.
e& came to Yamammi to build the full creator engine behind CTRL+BLOCK, their anti-cyberbullying movement made with designer Mrs Keepa. The brief: source and manage a creator roster that could carry a sensitive, high-visibility message, and do it in weeks, not months.
View more of our work in our Influencer Marketing Portfolio.
Campaign snapshot
Client | e& (etisalat and) |
Industry | Telecom / social impact campaign |
Location | UAE |
Creators | 31 (from a pool of 100 sourced) |
Deliverables | 31 Instagram Reels, 7 TikTok videos |
The Goal
Launch a UAE-wide creator campaign around cyberbullying that felt authentic, not corporate. Every creator needed to be vetted for fit and tone before going anywhere near the brief, since the wrong voice on a topic like this can do more damage than no campaign at all.
Smaller and bigger names, amplified further by e&'s partnership with Manchester City and players like Erling Haaland, which gives a genuine national conversation instead of a single sponsored post.
What We Did
Sourced and vetted 100 creators, screened for authenticity and fit before any brief went out
Selected and managed 31 creators across Instagram and TikTok
Ran full creator operations: briefing, content approval, revisions, and delivery tracking against a 4-week deadline
Negotiated full usage rights buyout with every creator, for as long as e& needed the content, so it could be repurposed with paid ads amplification and used across e&'s website and social channels
Delivered 31 Instagram Reels and 7 TikTok videos, each reviewed and approved before going live
Coordinated the CTRL+BLOCK collection distribution designed by Mrs Keepa to every selected creator
Managed the entire process end to end, from first outreach to campaign going fully live
The Results
2.96M combined follower reach across all 31 creators
38 video assets created to repurse on ads/social
709,489 total views across Instagram and TikTok
~670,700 estimated reach
~910,000 estimated impressions
#CTRLBLOCK picked up organically across creator audiences
100 creators sourced and vetted, 31 selected, fully live in 4 weeks
Why It Worked
At e&'s scale, the risk isn't finding creators; it's finding the right ones fast enough.
We built a sourcing and vetting process that could filter 100 candidates down to 31 the client could trust completely. Then ran every stage of production and approval against a hard 4-week deadline.
That process is what let e& move from brief to a fully live, cross-platform campaign in a month -something most agencies can't deliver at this scale.
Need a creator campaign that can move at enterprise speed?
We handle sourcing, vetting, briefing, approvals, and usage rights end to end, so your team gets a finished campaign, not a spreadsheet of creators to manage yourself.
That's what we built for e& (Etisalat).