Idea

With the key messaging revolving around the idea “don’t make ads, make TikToks”, the media relations component of the strategy had to follow TikTok’s special market online (pre recorded) launch event, 'Open For Business'. We sent our press release to selected business, generalist and lifestyle publications, alongside Romanian bloggers and, as a follow-up, we also pitched interviews with Sylwia Chada, the General Manager for the CE region, in top tier business/marcom publications. We chose Wall-Street, Revista Biz and WeInvent as the main publications to carry our message for Romanian companies, as their reach and audience match with the target audience of our overall campaign: business people, brand managers, marketers and agencies.

The interviews conveyed our messages about the advantages of TikTok for Business for the brands that want to reach new audiences and engage with already existing clients, but we also covered subjects connected to generation gaps, creativity, diversity and future plans in Romania. The articles created a great pathway to the public and established a steady base for future interactions with journalists who communicate on the subject of new media, tech, apps and business. The press release was also followed by a paid article on IQads, the leading publication for the marcom industry.