Issue #39 - Mastercard on TikTok
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Welcome to Good TikTok Creative!
We are very excited about TikTok as a brand new platform for creativity and think this topic is severely under-explored.
We’re fascinated by how brands integrate TikTok into their holistic marketing. Whilst it’s now proven its value as a channel, the real opportunity is making the sum of the parts bigger.
Leveraging other assets is key and we see two way traffic. Ideas that start on TIkTok spread through sharing on Instagram and YouTube. And celebrity influencer collaborations also spread - think of Charli D’Amelio and Dunkin as the text book example.
But IRL talent partnerships and event sponsorships are significant investments and finding a way to use TikTok to add another dimension can be highly valuable - as we saw with the way Pepsi used their Messi and Pogba partnerships to rethink Duets.
Mastercard have given us another great example - reinvigorating their long running Brits sponsorship with a TikTok dance challenge. Just as dancing is in the DNA of TikTok, it’s now a central part of the Brits - few live acts take to the stage without dancers.
Mastercard have used the George Michael classic ‘Freedom’ and employed Ashley Banjo (who has 1.4m TikTok followers) to set the challenge and judge the TikTok entries - competing to win a VIP experience at the Brits. They also found a neat way to brand the promotion, using their logo as graphics.
#BRITsMOVER has over 2.4bn views and around 375 videos. Lots of people tried a Duet with Ashley and he also dueted with some of the entries.
Simple idea and well executed.
When executed well, competitions are a fun way to get people to connect with your brand. I wouldn’t personally call Mastercard a prototypically ‘fun’ brand, but they have done a good job with the #BRITsMOVER dance challenge.
With a great song (George Michael’s ‘Freedom’) and a solid influencer Ashley Banjo, Mastercard have created a lighthearted and simple way to celebrate their partnership with the Brit awards. The initial TikTok videos with Ashley Banjo explaining the challenge are beautifully produced, with high quality art direction and creative effects.
From the billions of views of the #BRITsMOVER hashtag, we can see that many people were inspired enough to try the challenge themselves. As we have recognised from other successful TikTok challenges, having a task that is easily replicable encourages more people to participate.
The winner was eventually announced in a TikTok video that featured Jack Whitehall. A woman named Rachel from the TikTok account @huladancercise (100K followers) won the competition with her Hula Hoop-inspired interpretation of the dance challenge. Jack Whitehall then recorded a few duets with Rachel, adding more layers of branded content.
Doing something like dance challenge on TikTok feels authentic to the platform, while trying a similar competition on another platform would be met with skepticism. For a fifty-five year old financial services brand like Mastercard, having marketing activity on TikTok can make them feel as relevant as a neobank like Monzo. To younger audiences, this kind of campaign is critical.
Cocktail Cards Small Business Success Story
Amidst all of the small businesses who faced challenges due to Covid, there are many inspiring entrepreneurs who have shared their successes on TikTok. Check out this TikTok video that garnered 4.7 Million views, telling the story of a bartender who struggled to find work during the pandemic and then eventually started his own business Cocktail Cards.
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