TikTok ushered in a new era of the platform with a slew of new product launches at its inaugural #ForYouSummit, held at Sydney’s Carriageworks.
In addition to new product reveals, TikTok shared success stories from market leaders and unpacked how the platform is disrupting the entertainment landscape and the value it’s driving for brands.
From attention and engagement to enabling creativity and expression in a safe space, #ForYouSummit showcased how TikTok is entertainment that drives impact and also how the platform is changing the local entertainment landscape for good.
TikTok truly delivers the ‘joy of knowing yourself’ to a hungry audience of Australians by providing them with a critical point of access to information, communities, and context and helping them to learn about themselves in real-time.
Brett Armstrong
TikTok’s ever-evolving trends and communities are attracting new audiences locally and globally whilst providing new moments for users and brands to connect, and spark joy. To this end, guests heard from a diverse set of brand and performance advertisers who’ve experienced how TikTok has had an impact on their brands including:
• Vandita Pandey, CMO of Pepsico discussed how staying native to TikTok and hijacking trends on the platform enabled Twisties to become a part of Aussie culture.
• Kim Zorn, global performance director at Princess Polly shared her TikTok journey and how the platform has become a staple performance marketing driver for the brand.
• Hannah Fillis, head of digital marketing at MECCA took guests through her innovative approach to making great TikTok content.
• Doug Hamilton, creative director behind the Reluctant Sea Shanty campaign unpacked how TikTok sparked one of the most impactful social cause campaigns of the year.
PepsiCo CMO Vandita Pandey
Vandita Pandey, chief marketing officer, PepsiCo Australia & New Zealand said: “TikTok’s For You Summit provided us with a fantastic opportunity to share with our industry peers and partners how we’ve achieved success on the platform.
“We hope that our success will inspire other brands to work with TikTok as it truly is a platform which connects brands to consumers effectively and in a way they appreciate.”
PepsiCo CMO Vandita Pandey
Jan Hofmann-Cassiani, head of product marketing at TikTok, also took to the stage to announce some important product updates and opportunities for brands to generate meaningful connections with their audiences in 2023, including (but not limited to):
• TikTok Pulse: A first-to-market offering that places a brand on the pulse of CommunityToks along with trending content that’s driving impact. The product allows advertisers to insert themselves into the culture of TikTok by showing ads after the hottest content on the platform with a certain category.
• TikTok Shopping Ads: An ecosystem of eCommerce solutions that enable merchants to sell directly through their TikTok account. It provides brands the ability to create organic, immersive, and real-time showcases for viewers to discover new products, interact with savvy hosts, and make purchases instantly from the livestream.
Anny Havercroft, head of business marketing at TikTok, shared innovative ways TikTok content solutions are reaching new audiences. To help clients and agencies better understand the platform, Havercroft also launched fresh branded content and education programs including:
• Creator Productions: Celebrating Australian creators and locally made content, Creator Productions tells Australian stories, and a new way for brands to connect with audiences.
• Program Sponsorship: Exclusive content solutions with an easy entry point that helps brands leverage cultural moments and get involved with some of the biggest communities on the platform like #foodtok, #booktok and #diytok.
• Creative Agency Partnerships University: A TikTok programme designed exclusively for creative agencies; big, small, network, independent or in-house, across Australia and New Zealand.
Brett Armstrong
Brett Armstrong, general manager, TikTok said: “In two years, TikTok’s unique ecosystem of entertainment has helped brands drive business, performance, and social impact, and given Australians an unparalleled point of access to the ultimate joy; knowing yourself.
“Our platform wasn’t always a touchpoint people use in their daily lives. Now, Australians use TikTok as a primary form of entertainment.
“As we move in 2023, we are determined to build around what makes us a special place for brands to generate meaningful connections with their audiences and supercharge their results with us.
“Thank you to everyone who joined us at our inaugural For You Summit, your support is invaluable to use. We will see you again next year.”
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Top image: Brett Armstrong
Brett Armstrong