TikTok: SerunyaDiTikTok

TikTok, a short-video sharing platform, launched a campaign in Indonesia to create brand fame, improve desired brand image attributes, and achieve a sales spike.

Campaign details

Brand: TikTokAgency: M&C Saatchi IndonesiaRegion: APAC

Strategy

Objective

TikTok is a short-video sharing platform owned by the Chinese company Bytedance. The platform's entertaining content – especially lipsync and dance videos, have gone viral and have attracted over a billion users all over the world.

Exploring user engagement with TikTok a little deeper, we found that there were different sub-groups. The engagement of the first set ranged from avid to occasional:

  • creators, who produced content, collaborated with and influenced their viewers
  • amateurs, who use and create TikToks just for casual fun and social entertainment...

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