Don't make ads. Make TikToks.
With the launch of TikTok for Business in 2020, TikTok brought a powerful and provocative message to the advertising industry - Don't Make Ads, Make TikToks. The UK Tik Tok team looked to drive this messaging in market, and showcase the creative potential of the platform for advertisers.
We assembled some of the industries leading creatives to showcase the app's creative potential by using the app themselves. We proposed a challenge-based initiative - to recreate famous ads for the TikTok age, executed and captured through a video campaign. The Drum created a reverse mentoring challenge which saw 'rising stars' within marketing, mentor senior creative directors on how to use TikTok. They ran tutorials for the creatives who then had to remake one of their own ads or their favourite ad in history, using TikTok's platform. The Drum enlisted the participants, ran the challenge and filmed the process, resulting in a three- video series. The campaign culminated in judging panel to vote for the best work - an interactive experience where The Drum audience voted for their favourite TikTok reimaged ad. Alongside this The Drum ran a digital display campaign and a "pass the baton" social challenge to amplify the story.
View the video series
The campaign successfully landed TikTok's advertising proposition of Dont Make Ads, Make TikToks in the UK bringing awareness to the creative opportunities of the platform, and demonstrating the ease with which TikTok can be created. Through our challenge initiative, senior creatives became advocates of the platform, gaining firsthand experience on how to use it, and firsthand exposure to its creative potential.
The creatives involved in the campaign included: • Emma de la Fosse (Digitas) • Harsh Kapadia (formerly VMLY&R, now MRM) • Aaron McGurk & Chris Lapham (Grey London) • Trevor Robinson, (Quiet Storm) • Tim Delaney (Leagas Delaney) • Becky McOwen-Banks, (Vayner Media)
The three-part video series was promoted to The Drum audience alongside a TikTok for business display campaign, spanning digital display advertising, newsletter promotion, managed email promotion, and social promotion across The Drum ecosystem.