Discover new horizons in summer.
Summer Starts On TikTok Activation
Problem: The stereotype of the TikTok. People don't think it has content for them
Target audience profile: 18-34-year-olds who don't use TikTok.
Task: Acquisition of new users onto the TikTok platform.
Deliverable: Up to 5 activation/experiential ideas.
Research:
Target audience profile: Most people aged 25 to 34 live in New South Wales and Victoria. 18-24 year olds were significantly more likely than any other age group to use social media to watch videos (67%) or follow celebrities and influencers (30%). 25-34 year olds were significantly more likely than any other age group to use social media to catch up on news and current affairs (53%). Connection (with friends, family and groups), sharing (photos, videos and stories) and entertainment (watching videos, catching up on the news or just passing the time) are the main reasons why Australians use social media.
Market analysis: Although nearly 2.5 million Australians use TikTok and the number of users is increasing rapidly, the four major media activities for Australians on average each week are still Facebook, YouTube, watching offline TV and Instagram.
Key competitors profile: Facebook is the number one most widely used platform amongst Australians with nearly 9 in 10 reporting spending time on it daily/weekly. Instagram, also widely used with 1 in 2 Australians active on the platform, tends to attract a slightly younger audience.
Brand personality: Young, trendy and fun. The content on the app is entertaining AF, and it’s tailored to each user, featuring comedy, sports, music, food and more.
Client /
TikTok
Role /
Strategist
Agency /
Dragon
One
Studio
Year /
2021
SMP:
Summer is a Lifestyle. Discover new horizons in summer by TikTok.
Insight:
After spending winter locked down, people are ready to tackle summer in a big way, and with international flights still off the cards, they're looking to make the most of their local spots.
Big idea:
Get more out of summer with TikTok.
Activation Campaign:
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#Mouthwateringhotrecipes. Users can discover Australia's most popular restaurants by live video streaming or shooting restaurant videos. Post with restaurant positioning and tag#Mouthwateringhotrecipes. TikTok will rate the restaurants based on three dimensions: popularity, reputation and features. The top 20 restaurants will enjoy customized exclusive ads for the restaurant.
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#1minuteburgerchallenge. A partnership with McDonald's. Users are challenged to eat a burger in one minute. The first five posts using the hashtag #1minuteburgerchallenge (based on the number of likes) will provide the winner with a free BIG MAC for a year.
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#beachlookschallenge. Creators who are passionate about beauty and outfits can post content on TikTok to share their summer beach makeup and fashion goodies.Team up with influencers that already have an engaged audience. The top ten posts (based on the number of likes) will be fashion rankings updated daily in real time. The top ten fashion bloggers who eventually win are rewarded with premium business resources such as fashion brand partnerships.
