BACKGROUND
TikTok's popularity in the Philippines is undeniable, with around 36 million users. Seizing this, Talk ’N Text, a budget-friendly cellular service embodying fun, launched “TNT Free TikTok For All”—a free TikTok access offer with existing TNT promos.
IDEATION PROCESS
Diving into the Filipino Gen Z TikTok scene helped us understand its allure: Filipinos' inherent love for fun. This insight guided our brainstorming.
IDEA
We spotlighted two TikTok PH stars for our campaign, “Basta TikTok-Saya, TNT Yarn!”(roughly translates to "For TikTok fun, there's TNT!")—a catchy phrase blending TikTok fun with TNT’s brand, using “Yarn” as Gen Z slang for ‘yan (that), positioning TNT as the go-to network for TikTokers.
EXECUTION
We showcased Philippine TikTok trends in daily life scenes, featuring a mainstream celebrity and a TikToker known for impersonations, bridging fans from both worlds. Beyond video, we extended the campaign to social media, creating Facebook posts, albums, IG stories, and even a TikTok game to fully engage our audience.
SMALL WINS
The campaign received immediate client approval and brought much joy in its creation, highlighting the seamless blend of creativity and strategy in tapping into the TikTok craze.
I also made social media content for the campaign
