consulting

TikTok Planning

The annual planning had two main objectives. First, to segment the platform´s target consumers in priority “cohorts,” which are groups of individuals who share similar characteristics and points of view in regards to product consumption. Also, the other key objective was to prioritize communication actions for 2021, taking into account the designed strategy, the brand’s positioning, the priority cohorts, and the growing competition.

Challenge

Adventures’ agile and adaptable culture, always connected to the most modern and innovative terms of marketing, made TikTok choose us as the ideal agency to build its marketing plan for 2021 and effectively manage its marketing platforms of digital communication.

TikTok is one of the fastest growing platforms on the planet. Though, it lacked a guide to strategically put a north on its actions and segment its marketing communication. This was the first communication planning carried out by TikTok in Brazil, with great success.

Adventures in Action

The annual planning had two main objectives. First, to segment the platform´s target consumers in priority “cohorts,” which are groups of individuals who share similar characteristics and points of view in regards to product consumption. Also, the other key objective was to prioritize communication actions for 2021, taking into account the designed strategy, the brand’s positioning, the priority cohorts, and the growing competition.

The marketing planning was carried out with high quality and depth of analysis and recommendations,and was highly valued by the client, who not only implemented the the recommended actions but also decided to hire Adventures to become its digital/social marketing agency in Brazil, for both TikTok and Resso brands, which belong to the ByteDance group

The Team

Specialists and professionals from different areas from our company were involved in the process, which is a unique characteristic of our business model.

Managing directors and leaders from different verticals of the company were involved in the project as well as a large number of specialists in Strategy, Media, Insights & Data, Creation, Business, and Production. This is a unique synergy that only Adventures is able to offer to its clients.

The marketing planning was completed in record timing with extremely high quality due to the large and diverse team that hardly worked on it. The entire process lasted about 1 month.

Step-by-step

This project involved a detailed analysis of existing client information, supplemented by previous information from Adventures through proprietary data platforms and surveys, followed by co-crested planning across Adventures´different disciplines and with constant client input along the way. These resulted in a perfect alignment of expectations and presentation of recommendations for the 2021 marketing plan.

Adventures uses a wide arsenal of proprietary tools and frameworks for projects like this, but always adapting and personalizing to the needs and specific context of each client. With TikTok, our biggest challenge was to carry this project out in a short period of time, without compromising the quality of the end result.

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