The TikTok craze is real. Millions of choreographed dances, lip-synced songs and wtf moments are churned out and uploaded into the pop culture zeitgeist daily by teens hoping to become “TikTok famous” (a few of which live in my house). TikTok didn’t need to market to this fervent fan base, so they focused on micro-targets like gamers, DIYers and sports fans who don’t necessarily see TikTok as a content destination for them.
The pre-roll campaign below was one effort to show DIYers of all types that TikTok had the content they craved. And the meta part of this was that we created the spots ourselves on the RPA stage, making it a DIY project about DIY projects.
We also developed experiential ideas for TikTok. The example below was for E3, one of the biggest gaming expos in the country, we created a hosted experience where convention-goers would watch TikTok content and try to keep from laughing. We pitted them against each other, created leaderboards, and of course turned the convention content into even more TikTok videos. Oh, and from concept to creation, we had 18 days to pull this off.
TikTok E3 Booth overview