#ENJOYLIFE on TikTok

How do you broaden the appeal of TikTok beyond a teen audience?

To get people 18-35 onto TikTok for the first time, we created a content campaign that focused in on TikTok’s ability to teach users something new - #enjoylife was born.

Transformation objective:

TikTok has always been hugely popular with their core teen audience, but in 2020 growth was plateauing and to ensure future success they needed to recruit 18-35s. So, Acne was tasked to transform TikTok’s younger skewed advertising to appeal to an older audience, and expand their user base globally during the peak of Covid-19.

Transformation approach:

First, we needed to establish what made TikTok so unique versus other social media platforms that our target might already be using. Through research, interviews, and social listening we found that TikTok was distinctive in that it not only entertained users and encouraged them to creatively express themselves (more so than other platforms) but it also had the ability to teach users something new when everything felt the same #LearnonTikTok

Based on this we created content focused on ‘skills and hacks’ to do at home, such as 'how to do a proper push up at home using a skateboard’ and ‘contouring with cutlery’.