CASE STUDY
Tiktok
CHALLENGE
Growing the platform through a first-ever scripted series and influencer strategy. TikTok initially approached Newhouse to concept a social/digital marketing strategy around New York Winter Fashion Week.
The goal was to expand TikTok’s user base by encouraging an older demo (aged 20-25+) to start using the app, already very popular among teens. Bottom line, our strategy needed to drive downloads and engagement for this more adult demo.
RUNWAY READY
To achieve TikTok’s goals we went to the heart of what makes fashion exciting: originality and self-expression.
Newhouse came up with a simple challenge behavior that any user could understand and execute. #RunwayReady encouraged users and creators to share their inner selves (fashion designer/model/creator) by capturing their on-screen transformation from “everyday to extraordinary”.
To amplify RunwayReady, we tapped 4 key fashion and culture influencers — each with a different audience demo — to bring their followers to TikTok. We directed these influencers to create the most TikTok-centric RunwayReady possible.
Finally, as a companion to the #Challenge, which was just gaining social currency at the time, we developed a How-To video that explained the mechanics of the promotion in simple, easy to understand vernacular.The result, Runway Ready became TikTok’s fastest growing challenge to date with over a 100M views in the first few days, and helped establish the promotional platform on which future TikTok brand partnerships were based.
To achieve TikTok’s goals we went to the heart of what makes fashion exciting: originality and self-expression.
Newhouse came up with a simple challenge behavior that any user could understand and execute. #RunwayReady encouraged users and creators to share their inner selves (fashion designer/model/creator) by capturing their on-screen transformation from “everyday to extraordinary”.
To amplify RunwayReady, we tapped 4 key fashion and culture influencers — each with a different audience demo — to bring their followers to TikTok. We directed these influencers to create the most TikTok-centric RunwayReady possible.
Finally, as a companion to the #Challenge, which was just gaining social currency at the time, we developed a How-To video that explained the mechanics of the promotion in simple, easy to understand vernacular.The result, Runway Ready became TikTok’s fastest growing challenge to date with over a 100M views in the first few days, and helped establish the promotional platform on which future TikTok brand partnerships were based.
#CHALLENGEACCEPTED
When TikTok set their eyes on becoming the global entertainment network it is today, they tapped Newhouse to help establish the brand as a Tier 1 Content Platform (a.k.a. the next YouTube).
Newhouse concepted and produced their first content play #ChallengeAccepted, going from initial scripts to AV production and post (including 3D effects) in 4 weeks.the most TikTok-centric RunwayReady possible.
