Situation
SolutionOur strategy was to make the TikTok brand synonymous with the term ‘Free’–as this was unique to the brand. To do so, we developed a series of integrated and interactive tactics. This included our unique ‘virtual sampling’ campaign–SkyTrain postings that invited users to redeem free products for downloading the app. We also did the UI design for the app and website. As well, we created the ‘Just show up and show app’ consumer campaign.
Success
Logo and Character Design
After being supplied with the name TikTok, we created a logo that captured the essence of the fun, spontaneous and engaging brand the client envisioned. We then took the pro-active steps and brought the logo to life by creating a couple of friendly, likable characters—which were eventually turned into mascots.
App Design
In addition to designing an interface that reflected the fun and simplicity of the brand, the ultimate goal was to create a user-experience with the targeted end-user in mind. All you do is show up and show app: the user simply presents their voucher on their phone, and gets the offer.
Website
This website was designed to appeal to both a B2B (business owners) and B2C (end-users) audience. For the business owners, the primary audience, it needed to act as a portal for them to view media, create deals and learn more about the concept. For the consumers, it needed to provide credibility and, ultimately, entice them into downloading the app.
‘Virtual Sampling’ : Large-Format OOH
We used this large-format transit installation (in Burrard Skytrain station) to launch TikTok—in an interactive way. One of the first examples of virtual sampling, it offered passers-by with a FREE burger, beverage or taco (to be redeemed at a nearby establishment) in exchange for downloading the app.
Transit
Taking advantage of an audience that was stationery, and most likely bored, we created these ‘working’ signs—that explained the TikTok concept and encouraged people to download the app—for a FREE consumable product.
Random Acts of Free-ness
To help TikTok own the word ‘free’ in the minds of the consumers while reinforcing the brand’s fun image, we developed ‘Random acts Of Free-ness’. It featured the TikTok crew (including mascots) showing-up, out of the blue, at random places (including bus stops) and giving away free products or vouchers to passers-by.
Car Wrap
Pardon the pun, but the Fiat 500 was the perfect vehicle to help us bring the TikTok brand to life. Collectively the car and the decaling captured the fun and memorability of the brand.
Stadium LED
To promote TikTok’s sponsorship of the BC Lions cheerleaders, we created an animated digital spot—to run on the internal LED signage. We then, proactively, took the assignment further by having the animated (TikTok) characters help encourage crowd to cheer—via field level signage.
