TikTok ‘ Now you know’ Entertainment TikTok Australia
The Brief
We wanted to strengthen TikTok’s position as a trusted entertainment brand, and shift perceptions from a ‘dancing app for teens’ to an ‘entertainment platform with entertaining and useful content that’s worth my time’.
OUR INSIGHT
‘Edu-tainment’ content, which blurs the line between education and entertainment, is booming online, with #LearnOnTikTok content generating over 350 billion views, and internet users more likely to say that they’ve learnt practical life skills from social media (57%) than from university (51%).
With #LearnOnTikTok content generating over 350 billion views on platform, we set out to showcase these videos from the incredible TikTok creator community, in a fun, and locally relevant way.
The IDEA
The ‘Now you know’ campaign, entirely filmed and produced locally, is a celebration of the entertaining, enriching and diverse content available on TikTok, aiming to position the social app as a trusted entertainment platform for people of all ages.
The campaign celebrates the best of TikTok learning and features high-calibre and emerging creators entertaining the audience with their top tips, from how to capture a huntsman spider to how to make banana skin taste like bacon.
‘Now you know’ launched with a hero 30” film across TV, Cinema, BVOD and Social and will be supported with extensive out of home. The campaign also features a TikTok hub showcasing some of the best edu-tainment content and creators available on the platform.
