"TikTok is now operating and speaking to the market as 'one company,' with teams 'talking to brands and agencies across the world as one TikTok.'"
"The campaign will run across multiple environments, including the refreshed TikTok for Business website, on-platform placements, social channels, and global events."
"Hernandez stated, 'I have no doubt we are moving into a tier one platform option in clients' minds, and that's why this campaign is so important.'"
"The earlier campaign, 'Don't make ads, make TikToks,' was delayed due to the platform contending with the threat of a U.S. ban."
TikTok has introduced its new global positioning, 'Watch it. Love it. Want it.', emphasizing its full-funnel capabilities. The platform aims to unify its marketing approach, presenting itself as a cohesive entity to brands and agencies. TikTok argues for a larger share of marketing budgets by highlighting user engagement that drives business outcomes. The campaign, developed with agency Gravity Road, will be promoted across various channels, marking TikTok's first business-focused initiative since 2021, following a period of uncertainty regarding its operations in the U.S.
Read at Digiday
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