What we did
TikTok came to us with a problem that needed solving: how do you talk to a busy, media-savvy audience in a memorable way that feels unapologetically TikTok and show them that the platform is great for performance as well as brand briefs?
When it comes to B2B comms, especially digital media owners, our no.1 rule is to ‘practise what you preach’. In other words, make sure the media is the message and the message is the media. Typically, this means putting your platform front and centre in the campaign and turning the brand’s most distinctive behaviours up to the absolute maximum levels.
Creative approach to the brief:
We put audience insight at the very centre of our thinking by playing on the typical behaviours you see on Linkedin. When marketers are in full ‘professional-mode’. The more heightened this behaviour becomes and the deeper you descend into conventional B2B marketing circles, you’ll come across the most hellish content of them all – the corporate talking head case study.
We zeroed in on the centre of Dante’s burning inferno and in doing so we subverted the B2B category, creating the most playful performance case studies ever made.
The result was TikTok Talking Heads. An idea that twisted the ‘boring’ talking head marketing trope by creating a talking head (literally!), posing as different marketers, reporting tremendous statistics across Linkedin and TikTok.
Not done, we closed the loop by playing the TikTok Talking Heads campaign performance results back, convincing marketers on Linkedin that they should be on TikTok.
IN THE NUMBERS
Advertising revenue growth
Senior marketers opted-in to receive TikTok MarComms
Increase in "TikTok helped me achieve my campaign goals" results