TikTok partners with Publicis to boost community commerce
TikTok has entered into a global partnership with Publicis Groupe to help brands exploit emerging buying trends on its platform. Through this partnership, brands will benefit from unique learning opportunities, information and strategic advice focused on product discovery and purchase intention on the platform.
Publicis is the first global group of agencies to partner with TikTok to bring “the power of commerce and education to brands and marketers,” the press release said. As a founding partner of TikTok’s sales agency, some Publicis customers will also test TikTok’s new business products, capabilities and creative solutions through TikTok’s incubation program called “Community Commerce Sprint”. According to the video platform, attendees will have access to cross-functional support and coaching on community business best practices from dedicated TikTok teams through this multi-week program. The program aims to prepare brands to create impactful commercial campaigns for the video platform.
TikTok added that product discovery was unique on its platform because of âcommunity commerce,â which is a mix of community, entertainment and shopping. As part of this partnership, Publicis clients will play a key role in the implementation of data-driven information supported by ARM research, and best practices to be applied to their future business strategies, a declared the company.
An example of community commerce in action is the hashtag #TikTokMadeMeBuyIt, the video platform said. According to TikTok, the hashtag features products discovered by the community on TikTok and has generated over 3.8 billion views to date. Through the partnership with Publicis, TikTok said it plans to “deepen what drives community commerce on TikTok and give brands tools and resources to drive sales by proactively and intentionally engaging with their community. “.
Helen Lin, chief digital officer at Publicis Groupe, said TikTok caught the agency’s attention because of its “role in changing consumer buying habits and creating a groundswell. instant “. âIncredible opportunities exist at the intersection of content and commerce, especially when supported by a sense of community and authenticity that grows organically on TikTok. We are excited to partner with TikTok to lead the charge in community commerce, bringing a unique suite of capabilities to Publicis customers around the world, âadded Lin.
Khartoon Weiss, Head of Global Agency and Accounts, TikTok, said, âBy partnering with a global commerce and media force like Publicis Groupe, we are co-creating resources for brands that will help them better understand and capitalize on the incredible business momentum that has been built on TikTok. “
TikTok also partnered with IPG’s Mediabrands in early April to host a âCreator Collectiveâ content creator and accelerator initiative for brands. As part of the partnership, the two companies will co-create a series of personalized programs for Mediabrands clients that aim to help them establish an authentic presence on TikTok by tapping into the platform’s community of creators.
Closer to home, the Farmhouse dairy brand saw the effects of community trade in real time as its dark chocolate milk flew off the shelves in the first week of its product launch in Singapore. The product’s success was unprecedented, as Farmhouse’s integrated marketing strategy with the new product did not focus on TikTok as the increase in TikTok content was purely organic.
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