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TikTok Case Study #30 = Pepsi

Simon’s Take:

Influencers isn’t a new idea. Brands have been paying celebrities for their endorsement for decades. The model hasn’t changed that much over that time — the brand gets pictures or video of the celeb with the product — and maybe a comment.

My favourite has to be James Brown reworking of Sex Machine for a Japanese noodle brand. Using sports people can be even harder — think of…


This is an excerpt from our weekly newsletter Good TikTok Creativesubscribe here to get this weekly e-mail sent to your inbox!

TikTok Case Study #6 = Beats by Dre

Beats by Dre launched a campaign on TikTok called the #BeatsDaisyChallenge, which is tied to four new colors for Beats headphones. In partnership with AnalogFolk, the campaign went live in July and centers around a new music video for the singer Ashnikko. The #BeatsDaisyChallenge encourages TikTok users to submit videos completing different challenges with different color themes. …


This is an excerpt from our weekly newsletter Good TikTok Creativesubscribe here to get this weekly e-mail sent to your inbox!

TikTok Case Study #5 = Asos

The online fashion and cosmetic retailer Asos has just launched a new campaign on TikTok called the #AySauce campaign. In partnership with Byte London, Karm and a group of creators, the campaign started running in both the UK and US. The #AySauce challenge encourages TikTok users to participate by showcasing their top three favourite outfits within 15 seconds.

Simon’s Take:

In TV, a big production was all about budget and…


The Biggest Maverick in Media & Entertainment

Logan Paul is a 25-year-old YouTuber with a net worth of $19 Million. He also has a lot of haters. Let me tell you why they’re wrong, why I’m a Logan Paul fan and why you should be one too.

Heroes and Villains

The first time I ever heard the name ‘Logan Paul’ was January, 2018.

Here’s what I knew at the time — he was some 23-year-old American YouTuber bro who filmed a controversial video in Japan in a place called Aokigahara forest. …


This is an excerpt from our weekly newsletter Good TikTok Creativesubscribe here to get this weekly e-mail sent to your inbox!

TikTok Case Study #4 = Dettol

Simon’s Take:

There are many things to admire about the Dettol hand wash challenge. The numbers grab attention — 125 Billion views — and the development of the hashtag challenge is perfectly executed. But what really resonates is the vision. It is easy to take a cool brand onto TikTok or one targeted young. …


In New Zealand, Prime Minister Jacinda Ardern has been encouraging The Ministry of Health to start using TikTok for Covid-19 Messaging. While it’s a good effort, we should point out that last year many governmental entities like the World Health Organization were already using TikTok to deliver public health messages.

How does modern media inspire action? Through mixing entertainment and education. For younger generations who don’t take themselves too seriously, it’s all about the challenges, dances, and memes on TikTok.

The World Health Organisation (WHO) launched their own TikTok account to share information on the coronavirus.

This is a really…


This is an excerpt from our weekly newsletter Good TikTok Creativesubscribe here to get this weekly e-mail sent to your inbox!

TikTok Case Study #3 = Three

Simon’s Take:

Simplicity (nearly) always trumps complexity. This TikTok from UK Telecoms firm Three demonstrates this perfectly.

A few hours (?) re-organizing your apps gives you this strangely satisfying layout. And the soundtrack adds its own element too. ASMR indeed.

Sometimes you don’t need the arsenal of creative techniques the TikTok app enables. Just a good idea.

Our one question would be why this hasn’t been boosted with some paid…


This is an excerpt from our weekly newsletter Good TikTok Creativesubscribe here to get this weekly e-mail sent to your inbox!

TikTok Case Study #29 = JD + Puma

Simon’s Take:

The connection between a retailer and a product can be tenuous sometimes — the new garment or trainer may be available everywhere. So how does a retailer try and own the drop?

With these revived trainers JDSports ‘joined forces’ with Puma to launch a dance challenge on TikTok.

Given the names and history of the Cali trainer ( and the predominant culture on TikTok?), the obvious…


Very few brands have embraced TikTok well. But Chipotle is one of them. Since 2019, Chipotle has been investing heavily into TikTok. Here are three examples of Chipotle’s TikTok campaigns.

Campaign Example 1: Chipotle Lid Flip Challenge

The Lid Flip Challenge encouraged people to make their own spin on recording a video of themselves flipping a burrito bowl. Chipotle partnered with huge creators such as David Dobrik for the campaign and ended up driving a record amount of Chipotle app downloads and delivery orders, particularly among a Gen Z audience.


This is an excerpt from our weekly newsletter Good TikTok Creativesubscribe here to get this weekly e-mail sent to your inbox!

TikTok Case Study #13 = Heinz’s #HeinzHalloween

Simon’s Take:

I worked on Heinz advertising a million years ago and a key insight was that everyone had the product in their home — so the role of advertising was to drive usage through reminding people how much they enjoyed the Heinz Beans / Soup / Spaghetti / Ketchup, etc. That usage would bring forward the next purchase.

For this Halloween campaign Heinz recognised that everyone has Heinz…

Anthony McGuire

Tech, Entertainment, Media, Emerging Markets. Ex-Facebook and Singularity University.

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