going back to the basics of social media with an invitation to unfiltered entertainment
THE CHALLENGE
A Chinese-owned social media start-up, TikTok is now one of the world’s largest virtual stages – with over 500 million users monthly across 150 countries.
The app was booming in the East, but there was work to be done in the Western market.
We had to attract an older demographic and give them a compelling reason to participate.
At a time, when social media platforms were getting a lot of bad press, being linked to increased mental health problems; turning into a breeding ground for FOMO, stress, anxiety, envy.
THE STRATEGY
We traced back to the reasons social media had taken off in the first place. It was an outlet for self-expression, connection, collaboration and information.
People would go onto social media in their downtime. To seek connections, entertainment and fun.
TikTok is unlike other social media platforms – it was for the liberated, creative and non-judgmental. Whilst there are benchmarks for “Instagrammable” pictures, there are no rules on what makes a good TikTok video. There is no trolling and you are always encouraged to “say something nice”.
Through a paid social and digital campaign, we positioned TikTok as a platform for an endless supply of raw, unstaged entertainment. Distinct to other social channels, it was an antidote to all the things that had gone so wrong with the other platforms.
Our campaign ‘What are you waiting for?’ is a taster of the irreverent content on TikTok, inviting people to immerse themselves in this world of entertainment. Running across USA, UK, France, Germany and Spain.
