The Brand:
The Role:
The Timeframe:
The Ask:
TikTok is the leading short-form video platform where trends take center stage and authenticity is valued above all. It's full of possibilities to be seen and grow.
Strategist
4 weeks
Develop a campaign to launch TikTok for Business in LATAM that includes a roadshow execution.
The Context
Project Background
TikTok was launching its Ads Manager self-service platform in
different markets in Latin America. To support the launch, the team created a series of roadshows to put the TikTok for Business platform on display to its target audience of brands, agencies and local creators. The campaign and roadshow needed to be educational, entertaining and have evergreen content.
The Problem:
TikTok is seen as purely a form of entertainment in LATAM.
The Opportunity:
Advertising on TikTok can no longer be ignored as revenue source, and this is our chance to get loud.
The Solution:
Educate agencies, brands and creators on why TikTok is effective and how they can monetize the platform for their brand's, client's or creator account's success.
The Audience:
Carlos, 55
The Brand
Carlos is a brand owner and CEO from CDMX who is constantly trying to grow his business. So far, he has been successful and has hired various teams for his daily operations.
He enjoys being active in every department inside his company (especially marketing) and is looking forward to learning and implementing new advertising methods.
Caio, 40 & Mayra, 34
The Agency
Caio and Mayra have been successfully managing a popular advertising agency for 7 years. They’re currently located in Sao Paulo and often in the loop for all things innovation.
Their priority is to offer the best services to all their clients so they can organically grow their businesses and take full advantage of the tools they provide.
Martina, 23
The Creator
Martina is a popular content creator from Buenos Aires. She has been able to create a couple of viral videos on TikTok and is looking forward to monetizing by partnering up with local brands.
She would love to get some tips on how to find the best brands for her internet persona and how to match with them in order to close deals.
The Insight
TikTok is where you go to be seen and see yourself represented.
The Strategy
TikTok is where you go to find your community and to be seen for who you are.
How it happened
This project was an excellent opportunity to create a strategy for an incredibly dynamic platform and learn more about advertising in Latin America. For this project, we had a new team and were able to put our lessons from other projects into practice. We got to know one another and involved our creative team in the questions we researched to develop our strategy. This turned out to be the best project of the Bootcamp and resulted in a win for the group!
Key Learnings:
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Involving the creative team throughout the process connects the strategy to the creative in the best way possible.
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New markets and regions require more research outside of the actual strategy. You need to know about the area before communicating to people there.