TikTok - What Makes You Tic?

africa Creative Circle TikTok art direction copywriting COVID-19 M&C Saatchi Abel social media south africa

TikTok is the fastest growing short-form video and social app in South Africa, but, there are still several people who haven’t tried it out yet. We were asked to get more South Africans to download the app.

There’s a huge misconception that TikTok is exclusively for lip-sync and dance videos, but, it’s so much more than that. TikTok caters for every interest that you can think of, whether its comedy or beauty and style, animals or arts and crafts, daily life or health and fitness. TikTok seriously has it all.

The only way to get more South Africans to try the app is to show them that no matter what they’re into, TikTok not only has what they’re looking for but it has the best interest-specific content out there.

Show South Africans that whatever makes them tic, we have it all on TikTok. We did this by running through a variety of words that end or feature “-tic” in them. We paired each word with captivating videos that already exist on the TikTok platform, literally showing Mzansi that the app has it all and inspiring major FOMO in an authentic and fun way.

Artistic, athletic or a romantic?

Robotics or lipstick?

Your sense of humour:

slapstick or more sarcastic?

You cinematic or dramatic?

Stick or automatic?

Are you looking for something exotic?

What’s your aesthetic?

You have a prosthetic? Fantastic.

Keep it realistic, genetic or majestic.

Be unashamedly patriotic,

empathetic, unapologetic, heroic.

That optical illusion? Hectic!

Go aquatic, be poetic, practice your linguistics.

Go live. Go acoustic. They’ll go ballistic.

You’ll be big. No - gigantic. No - cosmic!

Stop being a sceptic.

Make something, even if it’s idiotic.

I’ll ask you: what makes you tic?

SFX: TikTok.

On social media, we showed people the diverse range of interests that we cater for, letting them know that whatever makes them tic, we’ve got it on TikTok.

We also used Blue Robot chatbots on Twitter to serve people content

based on their interests.

We used local influencers to offer people inspiration on how to take what makes them Tic to the next level. For each of our 20 interests, we held a live event on TikTok. An expert in each interest hosted the event, making it entertaining and personal. We also advertised the live events on the host’s social media platforms as well as sponsored social posts.