We have had a lot of fun delivering work to shatter incorrect perceptions TikTok and drive consideration of non-users. 

TikTok is a brand that many people know, but very few understand. Many non-users wrongly saw TikTok as kids doing dances, endless videos of funny cats, or silly impressions -  basically something that was a waste of their time. Many didn't know how to use the platform to get the most out of it, instead believing that it’s incredibly overwhelming with random, irrelevant content being fed to you with no control over what that content is. 

So we needed to assert TikTok’s role in people’s lives, and in society. Almost as if we were introducing the platform for the very first time to challenge these perceptions and attract new users.

To do this we set out to demonstrate the usefulness and relevance of TikTok, and the benefit it can have on people’s lives. Of course, TikTok houses millions of videos containing useful, informative and motivational content full of ideas, support, inspiration and advice for people of all ages and walks of life.

And further to this, users are fully in control – not only does the powerful algorithm show you content based on your likes and interests, but crucially you can search for function enables you to find exactly what you’re looking for so showcasing the search function was a huge part of the campaign. 

Our platform, ‘It starts on TikTok’ brought to life the amazing journeys that TikTok’s creator content can take users on, and illustrates how a simple search on TikTok can be the catalyst for discovery, happiness and enrichment. 

The campaign ran across TV, OOH, radio, social, digital, and in app, and although we have been told we can't share detailed results, they are stellar!
All assets of the 360-campaign scored well above Kantar norms when our key 25–50-year-old audience were asked about appeal, relevance and brand difference. The key KPIs were around perception change, and the campaign delivered an uplift across measures such as usefulness and trust.
The power of the campaign was shown in the fact that shifts were seen when tracking perceptions of both users and non-users, with the latter being notoriously tough to move.