Branded content in Syria: how the New Park series with Dr. Sara drew more than 6.5 million views

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In Syria, the usual deal between a brand and an influencer is simple: one post or reel shows the product, and the deal ends. The New Park series with Dr. Sara tried something different: content parents watch because it helps them, with the brand present as a partner. The result: more than 6.5 million views from the first seven episodes.

What is branded content?

Branded content is content a brand pays for, but it is made to be watched for its own value: useful information, a story, or a fix for a problem the audience lives with. The difference from a normal ad is simple:

• A normal influencer ad: the product is the topic and the influencer presents it. People know it is an ad and often skip it.
• Branded content: the audience's problem is the topic and the brand comes with the answer. People save the episode and send it to others.

In the Syrian market this kind of work is still rare. Most budgets go to single posts judged by the influencer's follower count, not by what happens to the content after it goes live. Mesh-Mosh is one of the few agencies working to bring this model into the market, and this series is one of its clearest examples.

The idea: a series about children's eating

Dr. Sara (@dr.saraalnahas) is an educational persona who talks to parents about raising children, with more than one million followers on Instagram. The series was built around a question every home with a small child knows: why won't my child eat? Each episode takes one problem and gives parents practical steps, with New Park, the dairy and food brand, present in the episodes as the series partner: on the breakfast table, in the kitchen and on the supermarket shelves.

The deal started at six episodes and was then extended to eight. Every episode went out on four platforms: Facebook, Instagram, YouTube and TikTok.

The results

From the first seven episodes, with the eighth now being published:

• More than 6.5 million views, close to one million views per episode on average.
• More than 19,000 saves, more than 17,000 shares and more than 95,000 reactions.
• More than 6,000 new followers who came from the episodes themselves.

With the eighth episode, the series is expected to get close to 8 million views (an estimate based on the average of earlier episodes; we will update it once the episode is measured).

Episodes by views

Views by platform

What the numbers say

1. More saves than shares

Most ads get almost no saves, because nobody saves an ad to come back to it. Here saves passed shares. Parents treated the episodes as a reference, which is exactly what branded content aims for: keeping the brand in a place people trust.

2. Titles that name the problem win

The top three episodes open with a problem parents face every day: a child who eats too little, or who only eats in front of a screen. Episodes with general titles did less well. The lesson for advertisers: start from the audience's question, not from the product name.

3. No single platform carried the campaign

The biggest platform brought no more than a third of the views. YouTube alone gave one episode more than half a million views, because parents search for these questions there. Two thirds of all shares came from Instagram. Posting on one platform would have lost more than half the result.

4. A series beats a single post

One episode can succeed by luck. Eight episodes build a habit: the audience waits for the next one, and the brand shows up each time in a useful setting. That is why the deal grew from six episodes to eight.

Watch the most viewed episodeYour child eats too little1.9M+ views

What this means for advertisers in Syria

• Ask for views, saves and shares, not only the influencer's follower count. (Read our guide to influencer marketing in Syria)
• Think in series rather than single posts, even short ones.
• Pick a creator with a clear subject that meets your product, and let them speak in their own voice. The Reach 100 chart shows who delivers real views every week.
• Publish on more than one platform, and measure each one on its own.

Numbers come from the Insights dashboards of Dr. Sara's accounts on the four platforms, measured on 11 October 2026 and rounded down. The series was produced by the Mesh-Mosh agency.

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