Problem
Although the content in TikTok is developed to entertaining AF which tailored to each user, featuring comedy, sports,music, food and more, most people still think of TikTok as “that app with thekids dancing and lipsyncing”.
Objectives
Attract new users to the platform.
Solution
Starting from the three TikTok’s key pillars of food, festivals and fashion, a series of activations were created to attract target audiences to shoot summer outdoor videos.
Learning
When a strategist writes a plan for a client, it also needs to attract target audience through different activities. From this work, I learned how to generate an effective activation for a brand.
-Market research is important. Only by understanding the consumer behavior preferences of the target audience and finding their pain points can we ensure the effectiveness of follow-up activities.
-Reward is motivation. How to spread activation virally to target audience and motivate them to participate in it, it is necessary to set rewards, people will not spend time in vain to participate in an activity that they are not interested in.