Macy’s

Walmart

How TikTok achieved breakout success through regional specific influencer campaigns at scale.

170

Posts Created

7 Figures

Paid to Influencers

179M+

Campaign Reach

6:1 ROI

As Measured against IMV

Phase 1

Creating the Grand Entrance

November 2017– Chinese startup ByteDance, acquired the lip-syncing app Musical.ly to combine the social network with their video-sharing app TikTok. By the start of August 2018, Musical.ly was rebranded as TikTok as part of ByteDance’s larger strategy to gain market entry into the U.S., right alongside localized NeoReach campaigns designed to drive user downloads and new feature recognition. All by using our top tier influencers at scale.

Phase 1

Spearhead Market Entry

Known in China as Douyin, TikTok achieved popularity among users in Asia but 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.

Age-Up User Downloads

It wasn't enough to just send clicks to conversions. TikTok was comprised of primarily younger, 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, millennial audiences.

Drive Feature Visibility

Alongside platform and customer acquisition efforts, TikTok wanted to ensure that its U.S. and European users felt comfortable using both 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.

Phase 2

Phase 2

Cultivating New Communities

By collaborating with influencers across YouTube, Instagram, and Snapchat, NeoReach was able to cultivate entirely new, creator lead, TikTok communities from scratch. This, in turn, led to more engaged user downloads and in-app usage from new audiences across the U.S. and Europe.

Crafting Campaigns

After identifying major markets in the U.S., UK, France, and Germany, we carefully crafted ten influencer marketing campaigns, complete with regional key messaging designed to drive and educate new user downloads. Influencers were selected based on their overall alignment with content themes, audience demographics, and anticipated profile performance.

Finding Audience Purpose

Social content showcased influencers newly created TikTok profiles and video creations that highlighted 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 not only re-engaged existing TikTok users to go follow their creators' new profile, but it also encouraged non-users to download and join the app's community in order to interact with new creator content.

LIVE 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.

TikTok Cast of Influencers

Meet the creators behind the content

Lia SSSniperWolf

Gamer and YouTube creator with over 23 million followers.

Carter Sharer

Insanely popular family-friendly vlogger with an optimistic, creative, imaginative focus across his channels. Never failing to inspire his wide range of viewers

Gabbie Hanna

YouTuber with over 6.6 million followers and growing. Once known as comedy vine sensation, she's now focused on music and body positivity.

Lizzy Sharer

DIYs, outdoor activities, and life hack Youtuber.

Roy Purdy

Popular YouTuber known for his public dancing videos.

Phase 3

The Results Are in... (drumroll please)

179M+

In Total Campaign Reach

3.2M

Engagements

45%

Female audience

43%

Ages 20-29

6:1 ROI

As measured against IMV

Our ten campaigns were heavily promoted through the influencers’ use of hashtags on their dominant social media platform and on their TikTok accounts. We were able to increase brand reach, boost brand awareness, improve brand sentiment, and convert existing social followers into TikTok users.

In total, we activated 100+ unique influencers with a total reach of over 179M, generating over 3.2M engagements. To date, campaign content is still driving long tail awareness, generating impressions and conversions for TikTok.

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