Agency
Location
Industry
Revamping TikTok's Image
Challenge
Through ethnographic research and by observing people’s digital journey and first impressions of TikTok, we soon identified that not only there was a lack of understanding of what the app did but also it failed to make a connection or appear relevant to our target audience of 18-34 year olds with a “not-for-me” perception. Further research into social conversations and emotional topic analysis also revealed some key areas - such as frequent advertising - evoked strong negative reactions to the brand.
Boosting engagement with a tailored influencer-led campaign
Solution
We ensured relevance throughout our media approach from content, creative, context and channels, which was all executed at scale.
Through our initial social listening research we created a campaign that focussed on three key areas that the 18-34 year old audience was talking about; Fashion, Health & Fitness, and Food. We had content created for each vertical, key influencers identified in each area, and chose relevant channels (OOH, Display & Social Media) and environments for each theme.
The campaign was spearheaded by Joe Wicks, an influencer of mass appeal within this group, who created content and amplified it on all his social channels and encouraged people to download TikTok to get more bespoke content.
Key Facts
