TikTok: Don't Make Ads, Make TikToks

TikTok, a social video platform, launched a global campaign to challenge themselves with how to position the brand identity and key point of differentiation and communicate what made TikTok special.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

As TikTok gained momentum in 2020, we were challenged with how to position our brand identity and key point of differentiation. We needed to communicate what makes TikTok special—not just to our users, but to the advertising community.

So, we launched the TikTok For Business brand in our first-ever unified global business positioning campaign. This introduced our tagline "Don't Make Ads,

Make TikToks" to showcase our uniqueness and serve as a call to action for brands and advertisers.

To amplify this coordinated release, we conducted a research...

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