How TikTok achieved breakout success through regional specific influencer campaigns at scale.
Posts Created
Paid to Influencers
Campaign Reach
As Measured against IMV
November 2017– Chinese startup ByteDance acquired the lip-syncing app Musical.ly to combine the social network with their video-sharing app TikTok. By August 2018, Musical.ly rebranded as TikTok as part of ByteDance’s larger strategy to gain market entry into the U.S. Backed by our top-tier influencers, NeoReach’s campaign helped drive user downloads to TikTok while marketing ByteDance’s innovative features.
Known in China as Douyin, TikTok achieved popularity among users in Asia. However, TikTok was relatively new to the U.S. and European audiences. With our help, TikTok was able to leverage targeted user-generated content to increase brand visibility across both the U.S. and Europe.
More was needed to just send clicks to conversions. TikTok primarily comprised of young, teenage users and wanted to broaden its new audience within the U.S. and Europe. Our team worked with TikTok to structure campaigns that resulted in downloads from older millennials.
Alongside platform and customer acquisition efforts, TikTok wanted to ensure that its U.S. and European users felt comfortable using core and seasonal in-app features. For us, that meant leveraging user-generated content to creatively demonstrate a series of existing, new, and ephemeral TikTok features.
By collaborating with influencers across YouTube, Instagram, and Snapchat, NeoReach was able to cultivate entirely new, creator lead, TikTok communities from scratch. This structure led to more engaged user downloads and in-app usage from new audiences across the U.S. and Europe.
After identifying major markets in the U.S., UK, France, and Germany, we carefully crafted ten influencer marketing campaigns with regional key messaging designed to drive and educate new user downloads. Then, we selected influencers based on their alignment with content themes, audience demographics, and anticipated profile performance.
Social content showcased newly created TikTok profiles and video creations highlighting key in-app features and functionality. Influencers then encouraged their existing followers from across social media to engage with them on the new platform. This strategy re-engaged existing TikTok users to follow their creators' new profiles and encouraged non-users to download and join the app's community to interact with new creator content.
Influencers created sponsored content across Youtube, Instagram, and Snapchat. Social posts incorporated campaign-specific hashtags, links, and instructions on how to download TikTok.
Meet the creators behind the content
Gaming Creator
Family-friendly Vlogger
Comedy, Music, & Body-positive Creator
Life-Hack & DIY YouTuber
Dancing YouTuber
In Total Campaign Reach
Engagements
Female audience
Ages 20-29
As measured against IMV
Our ten campaigns were heavily promoted through the influencers’ use of hashtags on their dominant social media platform and their TikTok accounts. We increased brand reach, boosted brand awareness, improved brand sentiment, and converted existing social followers into TikTok users.
We activated 100+ unique influencers with a total reach of over 179M, generating over 3.2M engagements. Campaign content still drives long-tail awareness, generating impressions and conversions for TikTok.
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