Tik Tok is one of the most downloaded apps in the world, but brands have only recently started to notice its potential to become a powerful marketing tool. Some marketeers have taken a risk with Tik Tok and others have chosen to resort to other traditional methods of advertising. However, those who have tapped into its potential have discovered surprising and impressive results, particularly when engaging a predominantly Gen Z audience. An example of this is a successful campaign we ran with DJ Petit Biscuit to market his new song ‘Sunset Lover’, of which exceeded expectations using our tried and tested Tik Tok marketing strategies.
mTheory wanted to cultivate engagement around their artist Petit Biscuit and was keen to gain insight into how to market to Gen Z. They wanted to focus specifically on his new song ‘Sunset Lover’ to drive this engagement and encourage the creation of user generated content.
Our campaign was directed at UK, US and Mexico users, so we decided to create a challenge based on the summery vibes ‘Sunset Lover’ gave us and the theme was ‘showing your paradise’ whether that be the beach, the poolside or at home with your family. The campaign was tied together with the #showyourparadise hashtag and our influencers encouraged fans to show us their own personal Paradise.
The campaign was super successful, with the hashtag receiving 5.1M views, compared to the 1.7M views directly on our influencer videos. Showing that our campaign reached much further than just our original influencers, it also inspired 1.1K user-generated videos creating a high level of organic engagement with the campaign.
Petit Biscuit is just one example of how we have helped brands create interactive, engaging, and impactful campaigns. If you are interested in finding out how else we have helped brands tap into the mysterious world of Gen Z, then click here.