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Tiktok launches first Australian brand campaign, calling it ‘key part of our strategy’

 


TikTok continued its efforts to build awareness in Australia, launching its first brand campaign aimed at consumers.

Created by Aden Hepburns agency Akcelo, the campaign’s message is that Tiktok is for young and old, celebrating the community and the breadth of content generated for people, by people on the video platform. short.

Tiktok first launched the public relations offensive in July, after coming under public scrutiny over its Chinese property and its potential ties to its government. The social media platform ran full-page ads in Australian newspapers, pleading for Australians not to make TikTok political football.

Just this week, questions about the company’s future ownership were put to rest when it partnered with Oracle, forgoing a previously discussed sale to Microsoft.

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On the B2B front, Tiktok also launched an online series last week, Dont Make Ads: An Advertising Competition, to educate advertisers on how they can use the platform in their marketing mix.

Managing director of global business solutions for the social media company, Brett Armstrong, said the campaign launch was a key milestone in the brands local strategy.

This campaign represents a major investment in building the TikTok brand with consumers locally and to further drive the incredible user growth we’ve seen this year, Armstrong said.

Our goal remains to create more opportunities for brands and advertisers to engage with Australian audiences in unique and creative ways.

Launching a large local brand campaign is a key part of our strategy, as we continue to develop the TikTok platform in what is a priority market for us.

The OOH run of the TikToks campaign

The TVC is supported by the track Better Days by Australian artists Baker Boy and Dallas Woods, and featuring Sampa the Great.

Local talent TikTok featured in the campaign includes mother and dancer Sarah Magusara, the Chainz family’s grandmother and grandson duo, street magician Ash Magic, content creator Jasmine Tatai, makeup artist Brandon and the R&B artist Jaycee.

Australia is teeming with talent and every day thousands of Australians enjoy the thrill of seeing their video go viral on TikTok, CEO Lee Hunter added.

The incredible local designers we selected for our very first Australian brand campaign are as diverse as our country and have found an audience both at home and abroad by being authentic themselves.

These ads celebrate the joy and opportunity that TikTok brings to people around the world and by showcasing some of the best local talent and trends on our platform, we were hoping to see many more Australians come on board and make it happen.

The campaign will appear on billboards, digital displays, TV, social media, BVOD and out of home.

Tiktok is growing rapidly in the local market. Last month, the platform appointed Triple Js Ollie Wards to become its first local music director, appointed a communications director, recruited three senior sales executives, and last week expanded its content team with the additions. by Felicity McVay and Simon Bates.

In the Australian market, the platform has worked with Movember, Optus, Milo, Apple, V Energy and Mini. Recently, the company also updated its policies to explicitly ban deepfakes and tackle misinformation.

Credits

TikTok ANZ
Lee hunter
Felicity mcvay
Lucy Chesterton
Delia Deng
Damir kasimov
Simon bates
Ollie Wards
Arjun Narayan Bettadapur Manjunath
Rebecca waddell

Acceleration
Aden hepburn
Isaac lai
Misha mcdonald
Louise McQuat
Sam bryant
Louella campbell
Ed krause
Mitch mcguire
Kirsty reynolds



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