Sync Watch: TikTok taps Skegss for local brand campaign

TikTok is ramping up its local marketing efforts, releasing an Australian summer campaign which showcases how the platform is being used this season.

The campaign will run across TV, radio, digital, out of home, online, social media channels and sponsored events/ activations, and calls on Skegss’ song ‘Fantasising’ to create the mood for its hero ad.

Skegss is signed to US label Loma Vista recordings, and future local recordings will be released via Caroline Australia.

‘Summer starts on TikTok’ will run until March 31.

TikTok’s general manager across ANZ, Lee Hunter, said it was time to celebrate and say goodbye to 2020.

“‘Summer Starts on TikTok’ is a celebration of Australian culture and how that translates to the fun and excitement of the summer season, especially this year, as we finally get to say goodbye to 2020. The campaign showcases the uniquely Australian content that some of our most creative and entertaining creators are sharing with local audiences, who see themselves represented in amazing videos that are reaching the world,” he said.

Global business solutions ANZ GM, Brett Armstrong, added: “This year TikTok has gone beyond just gaining traction, to truly becoming part of Australian culture. We see that play out through the stellar local content that captures our uniqueness and is helping to drive incredible engagement. Our ‘Summer Starts on TikTok’ campaign is an opportunity to leverage that local-love for the platform to build the TikTok brand and further drive audience growth as we head into the new year.”