Ad industry figures who have launched successful TikTok campaigns are spilling their secrets. Jordan Randall, TikTok’s Creative Agency Partnerships Lead, is the host of Made for TikTok: Talking Creative, an interview web series filled with tips and insights.
In each episode of Talking Creative, Randall sits down with a leader from a creative agency, in-house brand team, or creator agency. By prompting those advertisers to recall their past work on TikTok, the series offers smart advice for brands that are looking to optimize their campaigns on the platform. A trailer for the show describes TikTok as the “medium of the future” and the best place to “connect authentically” with digital communities.
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Randall’s first guest is Matt Ian, the Chief Creative Officer at Deutsch LA. Ian worked on Taco Bell‘s “anti-hero” TikTok campaign, in which the brand enlisted Doja Cat as its personal critic. The rapper publicly chastised Taco Bell for taking the Mexican pizza off its menu, and she even launched a Change.org petition in hopes of bringing it back. Taco Bell had always planned on reviving the Mexican pizza, and Doja Cat was in on it from the start. The result was an award-winning campaign that produced big sales figures for its client.
Ian told Randall that the anti-hero campaign was informed by diligent research into TikTok campaigns. The agency exec said that he spends “probably too much” time on his For You Feed, but he and his team have learned a lot from all that scrolling. “Until now, everything we were asking people to do, we had probably done a version of that at some point,” he said. “We’re now at a point where we can’t necessarily do that. We have to rely on others.”
Future episodes of Talking Creative will offer insights for art directors, copywriters, producers, account managers, community managers, strategists, and business affairs experts. Though the series is essentially one big ad for TikTok, it is being released on the TikTok for Business YouTube channel. More info about Talking Creative can be found here.
