How we did it
We tackled the brief in two phases; the first focused on platform research and strategic planning to define TikTokās role in HomeServeās marketing mix, ensuring content alignment to their brand values and consumer offering.Ā
Reaching HomeServeās target persona, āJasonā a 45-54 year-old male, on TikTok would prove challenging. āJasonā only represented an audience of ~1M, so we broadened our targeting to āJason adjacentā audiences, opening up lateral interest-based targeting including home repair, life hacks, and interiors and decorating.Ā
The second phase involved defining content āhousesā based on HomeServeās brand values and communication strategy to guide concepting and content planning for the trial period. With representation across strategy, creative, media and client leadership, we held a session to generate a pipeline of ideas, leaning into TikTokās role as an āedutainmentā platform while focusing on entertainment value:
Planning the production, from talent casting, shoot and location planning to creation of scripts and storyboards, we then set about bringing our ideas to life on the platform.