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  • Wavemaker Global
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  • Wavemaker USA
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  • Wavemaker Italy
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  • Wavemaker Netherlands
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  • Wavemaker Colombia
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  • Wavemaker Sweden
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  • Wavemaker Switzerland
Wavemaker Slovakia

TikTok inkubátor

Klient

Slovenská sporiteľňa

Trh

Slovensko

Positive Provocation

Chceli sme nabúrať vnímanie bánk a financií u mladých ako nejakého nudného nutného zla, a zároveň si poradiť s tým, že TikTok na Slovensku ešte stále neotvoril zadávateľom svoje reklamné možnosti. Preto sme rozbehli netradičný test v podobe nášho vlastného tiktokerského inkubátora.

Zdieľať
Výsledky
Náš prístup
01.
Challenge

Chceli sme nabúrať vnímanie bánk a financií u mladých ako nejakého nudného nutného zla, a zároveň si poradiť s tým, že TikTok na Slovensku ešte stále neotvoril zadávateľom svoje reklamné možnosti.

02.
Insight+Strategy

Spolu so Slovenskou sporiteľňou sme sa rozhodli vyzvať kreatívnych užívateľov k tomu, aby natočili svoj TikTok spot propagujúci nášho klienta. Rozbehli sme netradičný test v podobe nášho vlastného tiktokerského inkubátora. Za odmenu sme, samozrejme, ponúkli peniaze, a to také, aké by sme zaplatili aj etablovaným TikTok influencerom.

 

 

03.
Activation

Kľúč k úspechu bol však v tom, že finančnú odmenu sme naviazali na ten najdôležitejší a najsledovanejší ukazovateľ na TikToku – počet videní.

A to pre jednoduchosť v dvoch úrovniach – riadnu „influencerskú“ odmenu 1000 eur pre tých, ktorých videá dosiahli 100 000 videní a cenu útechy 20 eur pre autorov tiktokov, ktoré presiahli aspoň 10 000 videní.

Výsledky

Zameranie na video views aj nastavenie finančných odmien sa ukázalo byť tou správnou motivačnou schémou.

Úspechu chtiví budúci TikTok influenceri vypostovali pre Slovenskú sporiteľňu za tri týždne viac ako 140 nových video spotov, a spolu vygenerovali 2,5 milióna videní. Dosiahnutá priemerná cena za videnie bola pritom niekoľkonásobne nižšia ako cena video reklamy na YouTube. Našli a odskúšali sme tak vlastné plne funkčné riešenie suplujúce stále chýbajúce možnosti reklamy na TikToku.

2,5 milióna
videní
140+
nových video spotov

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