Unbelievable now, but TikTok was relatively unknown in Europe and had reached a plateau, looking to accelerate its growth.
Our ethnographic research and digital analysis uncovered a major barrier: many 18-34 year olds didn’t understand TikTok or see it as relevant, dismissing it as “not for me”. Deeper analysis of conversations and emotional responses revealed key pain points - frequent ads, for example, triggered strong negative reactions. TikTok wasn’t just misunderstood; it was actively alienating potential users.
Using a layered research approach and social listening, we identified key monetisation strategies and uncovered the top conversation drivers for 18-34s: Fashion, Health & Fitness, and Food. We crafted targeted content, partnered with top influencers, and activated across OOH, Display, and Social. Led by Joe Wicks, the campaign leveraged his mass appeal by showcasing exclusive content to drive TikTok downloads and engagement.
Our insights were essential in helping to shift perceptions surrounding TikTok, helping it become fastest growing social media app in the world and the social phenomenon it is today.
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