Tiktok: Unleashing the Diversity of Content

TikTok, the social media platform, launched a campaign to showcase its diverse content to people in Indonesia.

Campaign details

Brand: Douyin/TikTokBrand owner: ByteDanceEntrant company: M&C Saatchi Indonesia - IndonesiaIdea creation: M&C Saatchi JakartaMarket: AsiaSector: Media & publishingMedia channels: Outdoor, Out-of-home, Content marketing, Livestreaming, Television & Connected TV, Word of mouth, Influencers, KOLs, Public relations, Online videoBudget: 1 - 3 million

Executive summary

In its quest for growth in Indonesia, TikTok was hampered by the perception that its content was mostly about dance and music.

Increasing the user base by 50% required out-of-the-box thinking. Our strategy was to make folks realize that...

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