TikTok celebrates the weird and wonderful world of Australian TikTok in new campaign

TikTok has launched a new off-platform brand campaign that celebrates Australian content, creators and subcultures, and all the ‘weird and wonderful’ moments to be found on the entertainment platform.

The ‘Whatever Makes You Tick’ campaign shines a spotlight on some of Australia’s most interesting creators and SMBs across sports, gaming, comedy and more, through unexpected, engaging and hyper-local creative.

The campaign aims to showcase the diverse, vibrant and uniquely Australian videos that can be discovered on the platform, and how people from all walks of life and interests can find a ‘side’ of TikTok that resonates with them, regardless of how mainstream or niche. A suite of video, audio and banner ads leverage local content and creators, tapping into cultural moments and humour that speaks directly to an Australian audience in an accessible and relevant way.

The campaign concept and tagline, ‘Whatever Makes You Tick’, connects with the dry Aussie sense of humour, and gives the TikTok brand a local, relatable voice that doesn’t take itself too seriously, and is warm and accessible to everyday Australians.

Says Serena Leith, global marketing director, TikTok Australia & New Zealand: “At the heart of this new brand campaign is the idea that no matter what makes you ‘tick’, there is an amazing breadth of ‘thumbstopping’ content ready for you to enjoy on TikTok right now. To bring this to life we harnessed the power of our unique local creators and some of the most compelling and unexpected videos you can find on TikTok, to produce a campaign that is culturally and contextually relevant, brings joy and busts the myths around what to expect from TikTok.”

The ‘Whatever Makes You Tick’ campaign includes a diverse mix of voices and video styles from across Australia, championing the original content that is shared every day on TikTok to entertain, inform and inspire. Featured is work from creators including Sam Cotton (@mrsamcotton) and his hilarious illustrated videos of inanimate objects, @loserfruit, who is one of the world’s top female gamers thanks to her energetic and relatable content, mesmerising loop animations from CGI artist @marblemannequin and the effortlessly perfect graphics made viral by Melbourne based line marking business @southeastlinemarking.

In the spirit of showcasing local talent, the campaign is soundtracked by Sydney-based singer and songwriter, Voli K’s (@volikmusic) catchy-soul-infused track ‘Hello’. With an appearance on The Voice in 2019, and touring experience with household names such as Tones And I under his belt, Voli K’s music was handpicked to score the energetic and dynamic creative of the ‘Whatever Makes You Tick’ campaign.

The campaign will run until 26 September across BVOD, programmatic video, video platforms, high impact and standard display, digital OOH, audio and targeted brand partnerships to engage audiences across multiple touch points.