TikTok launches major brand campaign featuring Martha Stewart

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 16 November 2021
You Have To See It

TikTok has launched a new major brand campaign in Australia featuring US celebrity Martha Stewart and popular TikTok creators.

The ‘You Have to See It’ campaign showcases the storytelling on the social media app, as well as other popular content such as baking tips, cleaning hacks, DIY, and pet grooming.

The spots features TikTok creators including @tinx, @ghosthoney, @alexisnikole and @brookeab, as well as cameos from Martha Stewart, as they each dramatically retell the moment in @samanthartsoe’s viral TikTok video where she discovers an abandoned mystery apartment behind her own bathroom mirror.

The spots will run across placements on free-to-air TV, BVOD, cinema screens, and online video.

"We are so proud to announce the launch of our major new brand campaign, harnessing the wonder, joy and hilarious frustration so many TikTok fans have in trying to describe their favourite content,” says TikTok AUNZ marketing director Serena Leith.

“Working with some of the best and brightest Aussie & global creators, we have devised a multi-channel and highly contextual campaign, with media and experiential touchpoints planned across some of the biggest and most loved cultural moments and channels over the long Aussie Summer."

TikTok will also roll out local market-specific executions that zero in on original and quintessentially Australian content, such as the mash-up of Fairy Bread Pancake Cereal, to the venomous sea snake tamed by a paddle boarder.

These executions will run across OOH, digital video and display, FM radio, and video/audio streaming platforms.

OOH channels will drive awareness of the ‘You Have To See It’ campaign across key summer moments with tactical placements nationwide across a range of formats, from retail and street furniture, to digital and static large format and station dominations during major sporting events.

Phase two the campaign will begin rolling out in January.

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