We were asked to grow TikTok's platform in Latin America. Our focus was on promoting their Ads Manager, a B2B platform that provided performance insights to brands. We crafted engaging content and educational material that appealed to these brands, curating a roadshow that showcased immersive AR galleries featuring renowned Latin American artists. Our roadshow facilitated meaningful connections between creators and agencies that cemented TikTok's position as a prominent player in the dynamic Latin American market.
CHALLENGE
Our challenge was to drive traffic to TikTok's Ads Manager across multiple countries while respecting their distinct characteristics. Through our research and analysis of each region's social media usage, art history, music scene, comedians, influencers, economic trends, and cultural tradition; we developed a strategy aimed at maximizing engagement by embracing the role of digital geographers. We navigated the unique terrain of Latin American TikTok with a curious mindset, diving head first into the culture and humor of each region.
AUDIENCE
We identified three key audiences: brands seeking advertising opportunities in Latin America, creators aiming to amplify their personal brands, and agencies seeking to facilitate collaborations between brands and creators. Through a comprehensive understanding of their strengths, weaknesses, skills, and needs, we established connections that encouraged brands and agencies to use the Ads Manager.
STRATEGY
Our strategy was to engage with top influencers in each region as we studied their content strategy in order to get up close and personal with them. We gained valuable insights to inform our approach through understanding their needs and challenges, which lead us to produce our roadshow experience. Our roadshow brought TikTok's playful and creative philosophy to life, featuring AR art galleries of influential Latin America artists like Diego Rivera, diverse musical artists from each region, and immersive photo booth exhibits for creators to film themselves in.
INSIGHT
Our insight revealed a trust gap between brands and creators that hindered collaboration. To bridge this gap, we leveraged agencies as crucial connectors by showcasing creator interviews that inspired agencies to foster meaningful connections between brands and creators at the roadshow. This facilitated connections between these creators and agencies, cultivating a collaborative ecosystem that addressed the concerns of all stakeholders.
