The aim of the creative was to generate video views and impressions, getting the videos in front of the target demographic to raise awareness of the consequences of committing Robbery on the rail network, including reassuring victims and witnesses that the British Transport Police will take action. Gaining a whopping 1.4 million organic video views and 101.4K likes, showcasing a serious and real account of an arrest being made, proved to be interesting to not only those that follow the BTP account but beyond that.
Switching up the style of content and harnessing a trend to create a relatable and entertaining piece of content. A depiction of the people behind the uniform and behind the scenes of working for BTP, the video generated over 1.1 million organic video views and 66.7K likes as well as prompting similar organisations to recreate with their own versions.
To help combat robbery on the rail network we targeted 13-18 year old boys in London and the West Midlands who we then retargeted with a series of follow-up ads via paid social on TikTok. We reached over 1,800,000 people of the required demographic using geo-targeted ads. The video reached the audience required and had the lowest CPM and fantastic video views. Shown in the high number of profile visits, the campaign got the intended message across and a lot of children saw, engaged and interacted with the creative even if they didn’t follow the account.
Going viral on TikTok, this video created tremendous success for Best Parties Ever on organic social with increased interaction and a high level of engagement across the account as a whole. By switching up Best Parties Ever’s content with relatable and entertaining TikToks to establish itself as a trailblazing brand amongst today’s audiences on social media, this video received over 1.2 million organic video views and increased visibility and exposure to larger audiences. It also brought about a rise in followers, which in turn led to growth on the account by offering great material that people could connect to and wanted to see more of.
Using a trending audio we crafted a scenario that viewers could relate to during the festive party season. Using songs or activities that are trending and creating on-brand versions will not only increase visibility, but it will also position the brand as relatable and down to earth. Audiences like supporting brands they can connect with and relate to. It is important to create a personable and authentic brand image on TikTok, appealing to users who we know seek authenticity and connection. This style of content is a means to still create the valuable content audiences are looking for while showcasing the offerings and experiences of the brand.
By having a bit more fun with content creation and not being afraid to try new and sometimes silly approaches, contributed to Best Parties Ever’s overall engagement. The audience on TikTok is looking for brands and creators to showcase the real side of what they do and who they are. Instead of a curated, aesthetic approach, by being more playful with the content, we connected with audiences on a level they could relate to, and positioned Best Parties Ever as more authentic and in tune with meeting audiences and potential customers needs.
This aim of the video was to spark inspiration in the viewer looking for new activities or things to do near them, acting as a visual insight as to what someone can expect from their visit. This authenticity builds trust and credibility in the eyes of the audience and such this word-of-mouth marketing generates buzz and excitement, attracting new customers. People trust recommendations from their friends and fellow TikTokers, making UGC an excellent tool for building confidence in a brand.
A more generic entertaining/ interactive post, moving away from the ‘sales-y’ content so as to blend in with the content that viewers already engage with on the TikTok platform. On TikTok, vox pops fit perfectly as they’re quick, engaging, occasionally educational, but most importantly, entertaining. A vox pop is an effective way of building brand awareness in an entertaining and informative manner without having it feel like an ‘AD’ on a viewer's timeline.
This ‘come with me style’ personal experience style video received lots of interaction, with a high number of saves and shares. Viewers were actively engaged and interested in visiting, potentially saving to retrieve details at a later date or sharing with friends as an activity suggestion.
