TikTok: All the usefulness for me

Social media app TikTok increased trust and usefulness brand perceptions in South Korea by launching a social media event and TV ads during key 2022 World Cup games.

Campaign details

Brand: TikTok KoreaAgency: SM C&CRegion: APAC



TikTok is a global short-form platform with more than 1 billion users.

Users are not just watching, creating, and sharing short videos.

They’re discovering, learning, and setting new trends.

In Korea, due to K-pop’s popularity, TikTok is known for dancing videos or challenges.

And many people were reluctant to try the app themselves.

  • What types of content do you find useful?
  • What I see on TikTok is not useful (40.7%)
  • I’m not into the content on TikTok (41.9%)
  • Nothing I want to try myself...

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