SOCIAL MEDIA

Ogilvy SA launches a specialised TikTok hub to assist local brands

By our News Team | 2023

SA’s becomes the latest addition to a growing global TK.Lab network which has a presence in 20-plus markets around the world.

Ogilvy South Africa has launched TK.Lab, an offering that assists companies to maximise their use of the growing TikTok platform.

The agency says this will leverage “an exclusive and data-led approach to sourcing data and insights to better serve brands”.

SA’s TikTok user base has experienced exponential growth and currently stands at just under 12-million users aged 18 and older. According to Insider Intelligence, TikTok will have 834.3-million monthly users worldwide in 2023 (although this figure can double, depending on which source is used).

Photo by Cottonbro Studio from Pexels

In a press release, Ogilvy says brands frequently recognise the strategic need to establish cultural resonance and drive innovation in their practices.

The TK.Lab aims to provide guidance through proprietary intelligence tools, established creator relationships, and a team of experts who understand the TikTok platform. It will develop organic, paid and creator-led strategies tailored to both local and global brands operating on the network.

Engaged audience and active communities

“Most marketers are aware of TikTok’s massive potential and are keen to engage with its highly engaged audience and active communities, launching or scaling their brand presence on the platform”, says TK.Lab Lead at Ogilvy South Africa, Modieyi Motholo.

“We have the know-how and want to help our clients master the specific codes of TikTok, find true cultural resonance and create impact.”

Adds Christophe Chantraine, Managing Director of Ogilvy Social Lab: “We’re excited by the prospect of helping brands go beyond conventional approaches, question the rules of consumer engagement and use the fastest-growing entertainment platform the best way possible.

“It’s all part of Ogilvy’s focus on providing our clients with opportunities that go beyond the norm, and an ability to change and evolve to create meaningful impact.”

Ogilvy SA’s team is the latest addition to a growing global TK.Lab network which has a presence in 20-plus markets. Clients include Mondelēz, Ford, Unilever, L’Oréal and The Coca-Cola Company.

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