TikTok is a short video application by Bytedance, China’s most valuable tech start up. The Chinese version of TikTok, called Douyin, is currently the hottest social media platforms in China.
Although it’s global twin TikTok has gained enormous traction over the past 12 months, in the UK it was notorious for its unpolished content – a downside of growing up too fast.
With the bold ambition to become the most downloaded app in the world, ByteDance set us the challenge to make TikTok as popular in the West as it is in China.
To do so, we had to make the content more sophisticated and more original. We needed to upgrade lip-syncers with up-and-coming creators and replace bedroom dancers with young British artists.
We engaged the next generation of highly visual creatives students and artists and provided them with the one thing they really crave: a platform to show off their creativity and the chance to find fame fast in 15 second formats.
Our campaign 'Every Artist Needs An Audience' wanted young artists to show us their best work. The best ones would be featured in the next TikTok ad campaign.
To amplify the campaign, we worked closely with the most creative universities in the UK and ran a series of hyper-targeted media, both online and offline.
We engaged with over 1,200 student influencers and over 250 sports teams and societies.
More importantly, we received 16,000+ short video uploads from some of the most talented young artists in the UK.
With the promise of having their work seen by millions of potential fans, the campaign really took off. The hashtag was viewed over 350 million times in the UK alone, a new benchmark for TikTok.
App download numbers also grew exponentially, helping to make TikTok the most downloaded app in the UK during the #EveryArtist campaign.