USAFacts

The Ask: Develop a strategy to ignite fact-based discussions driven by government data amongst the active Gen Z and Millennial audience on TikTok.

The Work: Through a media planning perspective, primary responsibilities for this client included:

  • Researching about the target audience to identify key insights and determine the best timing options

  • Scouting active TikTok creators whose content and tone align with the client’s brand to be utilized as potential brand influencers

  • Creating and presenting budget options based on client requests

  • Developing and proposing a TikTok posting schedule based on peak audience activity times on the platform to garner optimum audience engagement

  • Tracking campaign KPIs daily to be able to make suggestions and adjustments concerning the posting schedule as needed to improve performance

  • Presenting new ideas, sharing KPI results, and analyzing trends/patterns in the data collected through slide decks and presentations with the client

  • Identifying and selecting hashtags to be included in each TikTok caption to maximize visibility

The Results:

  • Laid the groundwork for the client's newly-launched TikTok account

  • Helped to grow client's TikTok channel to a total of 41 followers across six TikToks in five weeks

  • Overall TikTok channel engagement rate was 11.21%

The Team: Crystal Franklin (Media Planner), Charlotte Pla (Account Manager), Kelsey Munger (Project Manager), Hunter Dennis (Strategist), Kate Bossi (Strategist), Paula Costal Lagarde (Media Planner), Jess Thompson (Media Planner), Hunter Reed (Art Director), Ben Cadwell (Art Director), Micheal Lovett (Designer), Maggie Salter (Designer), Kevin Orr (Copywriter), Mo Rayburn (Producer), Evan Harvey (Producer), Stella Kalomiris (Director), Chloe Sherman (Director), Maddie Horn (Director)