Dive Brief:
Unilever, Madewell, Google, MTV and Geico are among the early companions for a new studio Attn: has arrange to assist brands higher navigate TikTok, in accordance to an announcement.
The issues-focused media firm’s dedicated TikTok studio supplies finest practices and companies round content material manufacturing, creator matching, group administration, paid media, platform insights and extra. TikTok itself is working with the store as a part of an current partnership that sees Attn: handle its TikTok for Good channel centered on matters like environmentalism.
Attn: goals to assist brands present up organically on the algorithmically powered TikTok feed and drive gross sales for these within the platform’s rising variety of commerce instruments. The studio launch is the newest signal that there’s excessive demand for experience in advertising on the video-sharing app that has seen consumer progress explode through the pandemic.
Dive Insight:
Attn: is capitalizing on the excessive demand for TikTok know-how with a studio providing a variety of companies round advertising, platform insights and content material manufacturing. The writer is leveraging the launch as a method to deepen current relationships with blue-chip entrepreneurs which might be directing extra of their media spend to digital- and mobile-first channels favored by younger customers. Its finish aim is to assist shoppers enhance model notion and drive gross sales, a sign that the studio will try to faucet into TikTok’s rising variety of capabilities in social commerce.
Unilever Entertainment, the packaged items big’s in-house popular culture unit, beforehand tapped Attn: for a scripted sequence referred to as “Girls Room” that promoted its Dove model. The award-winning undertaking, which addressed vanity and body-image points in younger girls, was creatively spearheaded by Lena Waithe and aired on Instagram’s IGTV. Now, Unilever is trying to translate Attn:’s success in serving to it craft “audience-first” social content material to TikTok, the place the new studio will hone outreach methods for merchandise like Murad Skincare.
Attn: has additionally labored on influencer advertising efforts for J. Crew’s Madewell line and is within the midst of creating co-branded campaigns for Google, MTV and Geico. Perhaps the strongest signal of the media firm’s TikTok bona fides are how a lot content material it handles for the video-sharing platform itself.
Attn: was tasked with overseeing the TikTok for Good channel earlier this 12 months as a part of a yearlong partnership and has grown the account’s viewers by 50 instances, in accordance to the announcement. Topics promoted by @TikTokForGood, like a #ForClimate marketing campaign elevating consciousness about local weather change, have generated tons of of tens of millions of views on the video-sharing app.
Founded in 2014, Attn: focuses on participating younger customers on social media by spotlighting urgent social points. Clear curiosity within the writer’s bets on advertising companies speaks to how brands are more and more trying to put objective on the middle of their advertising methods, however in a means that reads as genuine to choosy audiences like Gen Z.
Other advertising companies suppliers are angling to construct out their TikTok playbooks amid a large inflow of name exercise on the platform that has made standing out on its most important feed extra aggressive and costly. Ad holding big WPP in February signed a worldwide partnership with TikTok that opens early entry to advert merchandise, cellular improvements and creator alternatives. In April, IPG inked a three-year pact with the app that included the formation of a Creator Collective that can present the company’s clientele steering on participating customers in an genuine and inclusive vogue.