OVERVIEW
Opportunity: Build TikTok’s presence as a trusted entertainment brand using cultural moments, with a focus on achieving earned media. Objective: Social media growth, reach and engagement. Earned media through creative and innovative storytelling. Challenges: Expanding audience footprint, highlighting the TikTok culture
STRATEGY
Build social media presence on other social media channels, technically its competitors. Cultural relevance through an all-organic approach focused on on-trend content and creative storytelling that showcases the TikTok culture.
EXECUTION
TikTok Culture Engine - A bespoke local team that is attuned to Philippine news, events, topics, trends, behaviors, and other happenings on social media channels that is able to work with local and regional counterparts to produce relevant and optimized cultural content and connect with users in an engaging and fun manner.
BUSINESS IMPACT
BRAND CONTENT
290 Always-on, culturally relevant content pieces rolled out over 9 months 6 Major TikTok campaigns (Christmas, Valentine’s, Women’s Month, Miss Universe PH, SEA Games, PBA) supported
CHANNEL PERFORMANCE
Over 90k total Increase in follower growth across TikTok social media presence in FB, TW, IG, YT in 9 months 56 Million impressions and 835k engagement delivered across FB, TW, IG, YT in 9 months
EARNED MENTIONS
1.44M earned mentions, averaging 5.16k daily, over the course of 9 months 280% increase in earned mentions vs same period previous year
