Content creator Rahim Mohamed, known for his “Ocky Way” bodega videos on TikTok, has leveraged his 5.1 million followers and authentic content style to become a key player in the creator economy. He has partnered with Paramount Pictures for their “A Quiet Place: Day One” marketing campaign, which bears his innovative promotional stamp. This collaboration, facilitated by QYOU Media, integrates Mohamed’s unique persona with professional production values and strategic storytelling, with Paramount tapping into the power of creator-driven content to build buzz for their latest film release. Other featured creators include Tyshon Lawrence, Donny Dusts, Street Hearts NYC, Princess Amelia, Joe Mele, and Spongecake.

The campaign’s success, evidenced by its viral performance and high engagement rates, demonstrates the power of influencer partnerships in the entertainment industry. In the wake of this milestone, Mohamed reveals details about his journey from immigrant bodega owner to social media sensation.

The Bodega Chronicles: How Rahim’s Family Business Shaped His Content

Rahim’s journey began in 1999 when his family immigrated to the United States. Growing up, he balanced school with long hours working in his family’s bodega. Despite dropping out of high school, Rahim obtained his GED and continued working in the family business. His breakthrough came unexpectedly during the pandemic when his brother encouraged him to create content on TikTok.

“He told me, ‘Just record the food. And then if you want to go crazy, go crazy,'” Rahim reveals. His fourth video went viral, catching the attention of media outlets and brands.

The unexpected influencer’s success stems from his unique approach to content creation. “I never want to be like anybody else.” His viral videos, featuring innovative sandwich combinations and his signature catchphrase, “the Ocky way,” have resonated with audiences and brands alike. Rahim’s ability to generate engagement has made him an attractive partner for marketing campaigns.

“I thanked God every day for all the celebrities and all the companies working with [me],” Rahim says as he reflects on his journey from behind the bodega counter to social media stardom.

Quality Over Quantity: Rahim’s Posting Strategy

As Rahim transitioned from bodega owner to full-fledged content creator, he faced numerous challenges in shaping his unique social media approach. “The challenge was always to become something you crave, something nobody ever did,” he explains. 

Unlike many creators who post daily, Rahim opts for quality over quantity. “I don’t even release many videos,” he says. “Sometimes, I release once a week. If I’m good, I would release two videos a week and make [them] exclusive.”

Rahim’s success is rooted in his willingness to experiment and learn. When faced with unfamiliar requests, such as preparing lobster, he embraces the challenge. “You have to learn a whole lot,” he notes. “It’s not just the turkey and throwing on the [grill], and that’s it.”

Understanding platform algorithms has been crucial to Rahim’s growth. He carefully times his posts for maximum engagement, noting, “My latest posting is by 1:00 PM on TikTok. I cannot post after that.”

As his following grew, Rahim adapted his workflow, enlisting help from his cousin and manager. “All I have to do is just do the show,” he says, explaining how his team handles logistics and editing.

Initially, Rahim faced skepticism from those around him. However, as his audience expanded globally, perceptions shifted. “God gave me this gift,” Rahim reflects. “Let me give it a try.”

From Bodega to Hollywood: Rahim’s Journey in Influencer Marketing

Rahim’s journey has led him to unexpected heights in influencer marketing. His collaboration with Paramount Pictures and QYOU Media for campaigns like “Scream VI” and “A Quiet Place: Day One” demonstrates the effectiveness of authentic content creation.

His enthusiasm for his involvement in movie marketing campaigns is palpable. Recalling his experience with the “Scream VI” campaign, he says, “When they first gave me the campaign, I did not believe my eyes. I was so excited. I’ve always loved the idea of being in a movie.” This zeal translated into a genuine performance that resonated with his audience.

The production value of these campaigns left a lasting impression on Rahim. “They came with all the exclusive cameras,” he recalls. “I was like, ‘Am I really in Hollywood?’ Oh my God, I’m reaching my goal.”

Bringing Authenticity to Movie Marketing

What makes Rahim stand out in these campaigns is his commitment to authenticity. “I tried to bring everything natural,” he explains. “What I do is almost 90% of the time is natural. Bringing out my engagement is very good.”

This natural approach extends to his interactions with props and co-stars. In the “A Quiet Place: Day One” campaign, Rahim worked with a cat named Sponge Cake, an experience he describes as unforgettable.

Innovative Storytelling: “A Quiet Place” Campaign

Rahim and QYOU Media’s collaboration on Paramount’s campaign leveraged the influencer’s unique “Ocky Way” persona and the company’s creative storytelling expertise to create a compelling promotional campaign for the film.

Glenn Ginsburg, President at QYOU Media, explains the strategic vision behind the campaign: “We wanted to emphasize the new location (NYC) and the new cast, exploring the idea that the entire world went quiet on the same day. This concept allowed us to imagine what would happen if influencers had to survive Day One themselves.”

The campaign’s success stemmed from its innovative storytelling and influencer collaboration approach. Ginsburg adds, “We leveraged the massive reach of creator talent on TikTok – combined with QYOU’s creative production and storytelling capabilities – to execute a stunt that had never been done before.”

The “A Quiet Place: Day One” campaign showcased a new level of collaboration among influencers. Rahim appreciated the unique contributions of each creator: “Everybody had an idea of what to do, and every creator had to make their idea of the video. I loved it because everybody’s family watched the video.”

According to him, this approach created a cohesive yet diverse campaign that engaged fans across multiple channels. “I loved how the whole group worked and tried to make everything as well required to the moving and make all our fans get crazy.”

Lexi St. John, EVP of QYOU Media and GM of QYOU Studios, highlights some of the key challenges faced during the campaign’s development and execution: “Shooting in a working bodega in Brooklyn was challenging due to high foot traffic and Ocky’s local fame. We stayed extremely organized with our shot lists and schedules and had a handy crew that could adapt to the environment.”

The team’s experience from previous campaigns, such as “Scream VI,” proved invaluable. St. John notes, “We learned that fans love to see creators doing what they’re known for but in an elevated and special way.”

While traditional metrics like views and engagement rates are essential, QYOU Media emphasizes the broader impact of its campaigns. St. John explains, “We always aim to drive ticket sales for partners like Paramount, and the most effective way to do that is to drive conversation and make a real cultural impact for viewers.”

The campaign’s success is evident in its impressive performance. “The creators’ posts garnered millions of views on their channels, and the Digital Short went viral on the Paramount Pics channel with over 2.5M views and an impressive 14% engagement rate,” St. John reports.

A Family-Like Partnership with QYOU Media

Rahim’s relationship with QYOU Media has been instrumental in his success as an influencer. He describes working with them as “working with my family.” This close relationship has fostered trust and creativity: “When I started working with them the first time, my heart opened to them automatically.”

The mutual respect and collaborative spirit have led to increasingly ambitious projects. St. John notes, “With Ocky, we created a four-part series [for Scream VI] that showed Ghostface stalking him in his famous bodega, and the fans loved seeing him with the iconic film character in a professionally shot series.”

Staying Grounded in the Face of Fame: Lessons from Rahim 

Drawing from his journey from bodega owner to a successful influencer, Rahim offers valuable advice for emerging content creators aspiring to collaborate with big brands. He emphasizes the importance of hard work, humility, and giving opportunities to others.

“Work as hard as you can. Give people chances,” Rahim advises. He recalls his beginnings when he would “beg people to do videos with me,” adding that it helped him create content and fostered relationships that could lead to future collaborations.

Rahim advocates staying grounded: “Don’t ever see yourself higher than anybody… As soon as you think that way, God turns everything upside down.” He encourages creators to be kind to everyone, regardless of age or status, recognizing that today’s stranger could be tomorrow’s friend or collaborator.

Authenticity is another key point in Rahim’s advice. “Always be yourself. Never change,” he says, adding that if you need to change, it should be to become a better person. He reminds creators of their influence: “Everybody is looking at you, and you want the people that are looking at you to do the same thing as you are doing, trying to do something good.”