Influencer Marketing Case Study - Promotion of TikTok via Instagram Bloggers
Drive TikTok app installs in Russia with unique influencer content on Instagram
Background
TikTok is a service that resembles Instagram, Snapchat, and Vine in functionality. At the time, it was designed for creating and viewing 15-second videos. Basically, videos are clips, sketches, or reactions to trends. It also allows users to launch live broadcasts. TikTok is often called the fastest-growing social network of 2019.
Goal
The client wanted to promote a fast-growing, already very large social media app from Asia (TikTok). They were looking to drive app installs by creating really unique content on Instagram in the form of a video (series of stories) by influencers. The main goal was to drive app installs through influencers’ content on the Instagram platform and increase brand awareness in Russia.
Solution
We offered the client the option to work on the Instagram platform with influencers and to use only the Story format for the TikTok campaign. In Russia, as in many other countries, Instagram is among the leaders of social networks. As for stories, they get much more views than regular posts.
We focused on lifestyle bloggers. We were looking for trend influencers who are very bright, open to their audience, and provide stand-out content. We selected 8 lifestyle bloggers who communicate a lot with their audience, post stories, don’t hesitate to dance in front of the public, and look funny.
The content the blogger had to create to advertise the TikTok brand: three 15-second videos with funny, humorous, and upbeat content. Mostly, it was dancing to music and humorous scenes. However, the restrictions on TikTok content were very serious, as the brand is very careful to ensure that posted content meets all social norms and principles.
Results
As a result of the monthly advertising campaign, we reached about 430,000 users, the stories collected more than 500,000 impressions and 7,441 clicks.
The application's downloads exceeded all client expectations. Unfortunately, under the NDA, we may not disclose any further details.
