Sync Watch: TikTok picks Voli K to soundtrack new campaign

TikTok is ramping up its off-platform marketing efforts, with a new campaign running across broadcast video on demand (BVOD), programmatic video, video platforms, display, digital out-of-home, audio and brand partnerships.

The video elements of the campaign are backed by the track ‘Hello’ from Voli K.

TikTok said it handpicked Voli K as part of its mission to showcase local talent.

Voli K has touring experience with the likes of Tones and I, and appeared on the 2019 season of The Voice. 

The campaign aims to highlight TikTok’s local content, creators and subcultures and how they all come together to form “weird and wonderful” moments on the platform.

TikTok said it was designed to connect with the dry Aussie sense of humour and present the brand as a local, relatable voice that doesn’t take itself too seriously.

The company recruited Serena Leith earlier this year as global marketing director across Australia and New Zealand. Leith was previously the marketing lead at Spotify.

She said the campaign busts the myths about what’s going on on TikTok.

“At the heart of this new brand campaign is the idea that no matter what makes you ‘tick’, there is an amazing breadth of ‘thumbstopping’ content ready for you to enjoy on TikTok right now. To bring this to life we harnessed the power of our unique local creators and some of the most compelling and unexpected videos you can find on TikTok, to produce a campaign that is culturally and contextually relevant, brings joy and busts the myths around what to expect from TikTok,” she said.

@tiktokforbusiness_anzOur first video articulates the breadth of content on TikTok, from hedge trimming to ASMR, you’ll find Whatever Makes You Tick, on TikTok.♬ original sound – TikTok For Business

@tiktokforbusiness_anzCome to TikTok to find Whatever Makes You Tick. We’ve got ollies, kickflips or tricep dips. Whatever sport kicks your goals, you’ll find it on TikTok.♬ original sound – TikTok For Business