TikTok’s inaugural #ForYouSummit unpacked how the platform is disrupting the entertainment landscape.
Attendees heard from a diverse set of brand and performance advertisers who shared how TikTok has had an impact on their brands:
- Vandita Pandey, CMO of Pepsico, discussed how staying native to TikTok and hijacking trends on the platform enabled Twisties to become a part of Aussie culture.
- Kim Zorn, global performance director at Princess Polly, shared her TikTok journey and how the platform has become a staple performance marketing driver for the brand.
- Hannah Fillis, head of digital marketing at MECCA, took guests through her innovative approach to making great TikTok content.
- Doug Hamilton, creative director behind the Reluctant Sea Shanty campaign, unpacked how TikTok sparked one of the most impactful social cause campaigns of the year.
Jan Hofmann-Cassiani, head of product marketing at TikTok, also took to the stage to announce some important product updates and opportunities for brands to generate connections with their audiences in 2023, including:
- TikTok Pulse: A first-to-market offering that places a brand on the pulse of CommunityToks along with trending content that's driving impact. The product allows advertisers to insert themselves into the culture of TikTok by showing ads after the hottest content on the platform with a certain category.
- TikTok Shopping Ads: An ecosystem of eCommerce solutions that enable merchants to sell directly through their TikTok account. It provides brands the ability to create organic, immersive, and real-time showcases for viewers to discover new products, interact with savvy hosts, and make purchases instantly from the livestream.
Anny Havercroft, head of business marketing at TikTok, shared ways TikTok content solutions are reaching new audiences. Havercroft also announced branded content and education programs to help clients and agencies better understand the platform, including:
- Creator Productions: Celebrating Australian creators and locally made content, Creator Productions tells Australian stories, and a new way for brands to connect with audiences.
- Program Sponsorship: Exclusive content solutions with an easy entry point that helps brands leverage cultural moments and get involved with some of the biggest communities on the platform like #foodtok, #booktok and #diytok.
- Creative Agency Partnerships University: A TikTok programme designed exclusively for creative agencies; big, small, network, independent or in-house, across Australia and New Zealand.
Brett Armstrong, general manager of TikTok, said: “In two years, TikTok's unique ecosystem of entertainment has helped brands drive business, performance, and social impact, and given Australians an unparalleled point of access to the ultimate joy; knowing yourself.
“Our platform wasn't always a touchpoint people use in their daily lives. Now, Australians use TikTok as a primary form of entertainment.
“As we move into 2023, we are determined to build around what makes us a special place for brands to generate meaningful connections with their audiences and supercharge their results with us. Thank you to everyone who joined us at our inaugural For You Summit, your support is invaluable to use. We will see you again next year.”
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