ITVx on TikTok
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Welcome to Good TikTok Creative! We are Simon Andrews and Anthony McGuire, two people who have been working in marketing, advertising, and media for decades. Find Simon and Anthony on Twitter.
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TikTok Case Study = ITVx
Simon’s Take Preview:
A London ad agency made their fame and fortune through a philosophy of zigging when everyone zags. The BBH logic of a black sheep emphasises the importance of standing out.
If you look back across the 3 years of analysis and critiques of TikTok ads we have done on GTTC you see remarkable evolution - most smart brands now work with the grammar of the medium and have embraced creators as an essential element.
Anthony’s Take Preview:
ITVx takes a unique angle with this campaign, creating an unexpected culinary neural pathway in what often is a highly competitive market for streaming and entertainment. In general, you likely choose to watch ITVx because it has the shows you want to watch. The exclusivity of the content is itself the main selling point.
This provides a challenge for marketers at ITVx who don’t have control over the programming that’s on the platform.