The One Show
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You Have To See It
Agency Saatchi & Saatchi / New York + Le Truc / New York + Zenith / Los Angeles + Biscuit Filmworks / Los Angeles
Category
Craft / Storytelling
Annual ID
OS22_IG043M
About the Work
TikTok. In just a few short years, it’s become a household name with a huge user base full of diehard fans. Diehard fans that will stop at nothing to tell everyone about their favorite TikToks.
Oftentimes they’ll describe a TikTok that’s so insane, it makes people curious enough to download the app. And surprise! It works. Turns out word-of-mouth is one hell of a recruitment tool.
So for our 2021 campaign, we decided to attract new users to the platform the same way our fans do: by describing TikToks instead of showing them.
We turned hours upon hours of viral TikTok content into intriguing headlines and stories on a variety of different media. Each one of them was written specifically to get new users to stop in their tracks and say “OMG, I have to see that TikTok.”
Every ad also included a QR code that took curious new users directly to the content on TikTok, making every placement an opportunity to instantly engage with the platform.
In one week, we increased positive sentiment to 78% and drove consideration by 14 points versus the other social media brands. Overall, the entire campaign improved TikTok’s likeability (+13 points), and relevancy (+12 points) with non-users, which helped TikTok become the number one app on the app store - all without showing a single piece of UGC.
Oftentimes they’ll describe a TikTok that’s so insane, it makes people curious enough to download the app. And surprise! It works. Turns out word-of-mouth is one hell of a recruitment tool.
So for our 2021 campaign, we decided to attract new users to the platform the same way our fans do: by describing TikToks instead of showing them.
We turned hours upon hours of viral TikTok content into intriguing headlines and stories on a variety of different media. Each one of them was written specifically to get new users to stop in their tracks and say “OMG, I have to see that TikTok.”
Every ad also included a QR code that took curious new users directly to the content on TikTok, making every placement an opportunity to instantly engage with the platform.
In one week, we increased positive sentiment to 78% and drove consideration by 14 points versus the other social media brands. Overall, the entire campaign improved TikTok’s likeability (+13 points), and relevancy (+12 points) with non-users, which helped TikTok become the number one app on the app store - all without showing a single piece of UGC.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Saatchi & Saatchi / New York
Le Truc / New York
Production Company
Biscuit Filmworks / Los Angeles
Music / Sound Production Company
Harbor Picture Company / New York
Pickle Music / New York
Post Production Company
Arcade Edit / New York
The Pub / New York
Media Distribution Company
Zenith / Los Angeles
Chief Creative Officer
Daniel Lobaton
Creative Director
Evan Schultz
Jon Bellinger
Designer
Agatha Sohn
Director
Aaron Stoller
Executive Producer
Andrew Travelstead
Holly Vega
Senior Producer
Greg Zinny
Associate Creative Director / Art Director
Daniela Gilsanz
Associate Creative Director / Copywriter
Ivan Whitted
Account Director
Ciara Siegel
Rob Ichelson
Account Executive
Perri Rubenstein
Associate Producer
Natalie Zeller
Head of Production
Sean Moody
Project Manager
Brianna Leone
Strategy Director
Jared Grant
Account Manager
Anna James
Animator Motion Media Production
Doug Zaner
Spencer Noble
Associate Director, Media
Anne-Marie Hunter
Business Affairs
Aoife O'Donnell
Lisa Rimmer
CMO
Nick Tran
COO
Vanessa Pappas
Creative Service Manager
Patrick Farrell
Rich Caputo
Director, Digital Investment
Gianna Passarelli
Director, Strategy
Sean Marshall
EVP, Strategy
Jackie Ling
Founding Partner, Le Truc
Neil Heymann
Global Client Lead
Brent Poer
Head of Global Brand & Creative
Katie Puris
Head of US Creative Studio
Francis Mekhail
Integrated Marketing Manager
Guido Marranci
OOH Supervisor
Sydney Komoto
Partner, Managing Director
Shawn Lacy
President, Le Truc, CSO, Publicis Groupe
Carla Serrano
Production Artist
James Du
Senior Creative Producer
Lee Sacks
Senior Production Artist
Camilo Francione
Sports Marketing & Partnerships
Tzvi Twersky
Supervisor, Content Strategy
Kendall Wall
SVP, Digital Investment
Coleman Engellenner
SVP, National Video Investment
Loni Rosenstein
US Head of Marketing
Cheryl Gresham
US lead Brand Strategist
Madeleine Schafer
VP, Content Strategy
Shea Coleman-Bellatty
VP, Strategy
Kim Shores
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