TikTok
Create a global social strategy and creative to lure millennials to TikTok.
TikTok wanted to attract an older female audience who are sceptical and dismissive of the platform. They needed a creative strategy that worked at a global level, but that could be executed with local nuance in individual markets.
Approach: Working with cultural insights and planning I developed a central creative strategy that laddered back up to the overall brand strategy - It Starts on TikTok.
By understanding the motivations, barriers and needs of millennial audiences across Europe, I developed a creative platform for social — Curated For You. I then led content, design and R&I teams to turn this into a new approach, visual identity, publishing strategy, and creative formats. These were turned into a playbook that was rolled out in local markets.
We piloted it in five EU markets (UK, FR, DE, ES, IT) across planned, campaign and reactive work. The results were so successful that Curated For You was scaled up to become TikTok’s Global social strategy.
Results:
Five culture-powered content teams set up across Europe
From pitch win, to playbooks and live content publishing in a 6-week sprint
Delivered 5 European events, 2 campaigns and daily content publishing
Role: Executive Editorial Director
Agency: Hello
Social content to recruit Millennial females
Creator strategies and campaigns
Culture & trend inspired content
Multi-platform publishing strategies
In detail
TikTok have GenZ conquered and now want to bring an older 24 - 45 demographic onto the app.
The goal is to drive trial using the social media channels where these users spend their time, to showcase the variety, relevance and quality of content that is available on TikTok.
The project started as a pitch to run TikTok’s channels in five European markets so needed a creative platform that would work in all territories. We needed something that would ladder back up to TikTok’s new brand platform It Starts on TikTok. The client needed to create consistency and uniform quality across all content in every market but also left room for the crucial cultural nuance that is always so vital for effective marketing in-region. And so Curated For You was born.
Once I had come up with the concept, I oversaw a team of cultural insights analysts, designers and content creators to develop out concepts and key visuals that we roll out into playbooks for each market. We were up and running in five markets within 6 weeks, putting out content that showed Millennials a different side to TikTok.
The European pilot was so effective for TikTok that Curated For You was scaled up to become TikTok’s global approach for social.
Role: Executive Editorial Director
Agency: Hello