Episode 2: Media planning
Rebecca has been writing about digital marketing for a business audience since 2016 and joined the Econsultancy team in 2018. She writes most frequently about search, emerging technology, digital transformation, user experience and marketing trends.
In addition to editing and composing regular articles for the Econsultancy blog on these and a wide range of other topics, she has contributed to Marketing Week, and to Econsultancy research reports and webinars. She also authors a monthly report series, 'Digital Transformation Monthly'. In 2018 she was a guest speaker at Google Performance Firestarters: The Future of Search, held in honour of Google’s 20th anniversary.
A three-part podcast series created by Marketing Week, Creative Review and Econsultancy, sponsored by Facebook, investigating the impact AI has on marketing, creativity and digital
Creativity on TikTok: how brands are embracing the popular video app
TikTok has become the go-to destination for people looking for fun, entertaining and inspiring short-form videos. But how can advertisers make the most of the app? In the second instalment of our partnership series, we explore how brands from Balenciaga to Mercedes-Benz and Converse are using TikTok to drive engagement, raise awareness and reach new audiences, and offer some advice for those who are new to the platform
By now, you'll have all heard of TikTok: the short-form video app that has taken the world by storm. Since its launch in 2017, the platform has established itself as a place for positivity and creative expression - bringing joy to millions of people - and has become the most downloaded video app in the world.
For brands, TikTok can deliver a big audience, but it delivers even bigger engagement. Take one of the most popular trends on the platform right now – #ratethings, where users post videos rating anything and everything with a score out of 10. That hashtag has had over 1.3 billion views from the hundreds of thousands of videos users have created. Or the #FlipTheSwitch trend. Even though it is over a year old, people are still creating videos with their friends and family where they swap clothes at the flip of a switch, and video views have rocketed past the 6.1 billion mark.
So where do brands fit in? Many brands have already embraced the communities, platform codes and ad products that are present on TikTok, and are seeing impressive results. Brands as diverse as Pretty Little Thing, Converse, Balenciaga and Mercedes-Benz are posting on the platform in a variety of ways. Some are interacting with communities through Branded Hashtag Challenges; others are using impressive organic strategies managed by in-house teams; while some have staged ambitious through-the-line campaigns, mixing TikTok, Creators, competitions and events to produce significant spikes in brand awareness and engagement.
As with any emergent platform, the way brands use it is still developing – and fast. For those who are new to the platform, we've put together some advice on how to approach the app, and rounded up some of its most successful and innovative campaigns.
Step 1: Get to know your TikTok community and their codes
Chief commercial officer
Niran oversees global merchandising, media, trading and operations for gym clothing brand Gymshark. He joined as a member of the management team in 2015, following a role at ecommerce brand Sports HQ, and was promoted to trading director before taking up his current board position in 2019.
Niran’s focus is on scaling the Gymshark brand in both new and existing markets. He thrives on bringing teams together to deliver continuous profitable growth, aiming to drive cross-functional collaboration, deploy growth-orientated initiatives and protect brand equity.
As a connection planner at Facebook, Pete’s role is to help brands create effective marketing in the mobile age, recently creating the Facebook Covid Live webinar series, which over 15,000 marketers across EMEA attended.
Previously, Pete was head of strategy at the WPP media agency Wavemaker, where he ran a team of 80 planners, winning numerous industry awards including IPA Effectiveness, Effie and APG golds. He has been a guest marketing lecturer at the University of Oxford, and has had articles published in Marketing Week, Campaign and Admap.
© MMXX X—LABS
© MMXX X—LABS