Despite TikTok’s cultural phenomenon, it’s still seen by many as an app for lip syncing and dancing tweens. But in reality, TikTok is so much more. To redress the perception that the platform was a waste of time, we developed a campaign celebrating all the fascinating, edu-taining and everyday life hacks Aussie‘s could learn on TikTok, making it the home of everything you never knew you needed to know.
We then unleashed a national OOH campaign with thought-provoking headlines that encouraged people to find the answers on TikTok.
TikTok not only became the 2nd most downloaded app in Australia, viewing on platform increased by 27% compared to the previous year.