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TikTok’s global campaign launches Australian iterations

TikTok has rolled-out the Australian launch of its global campaign, titled ‘You Have To See It’.

Both Saatchi & Saatchi New York and Le Truc, two Publicis Group agencies, were involved in the production of the campaign.

The global 60-second spot shows discussions on a viral TikTok, featuring well-known TikTok creators and Martha Stewart.

The above spot will be on free-to-air TV, BVOD, cinema screens and online video.

The TikTok series that the spot refers to was created by TikTok user @samanthartsoe, the first TikTok of which can be seen below.

@samanthartsoe

seriously never would I have expected to find this… and I documented all of it #mystery #fyp #nyc #secret #foryou #apartment #storytime

♬ Mysterious – Andreas Scherren

In Australia, the local executions will run across out-of-home, digital video and display, FM radio, and video and audio streaming platforms, an example of which can be seen below.

TikTok ANZ marketing director Serena Leith, who joined in August, said: “We are so proud to announce the launch of our major new brand campaign, harnessing the wonder, joy and hilarious frustration so many TikTok fans have in trying to describe their favourite content. Working with some of the best and brightest Aussie & global creators, we have devised a multi-channel and highly contextual campaign, with media and experiential touchpoints planned across some of the biggest and most loved cultural moments and channels over the long Aussie Summer.”

The campaign will run from mid-November, this week, until the end of 2021, with phase two rolling out in January 2022. The campaign is already live in the US.

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