How Catch Mastered The Art Of Trend Hopping On TikTok
Want to be at the marketing event of the year? You can win a pair of tickets to TikTok’s must-attend #ForYou Summit on October 12 In Sydney just by reading this article and answering the question at the end of the article.
“In Australia, no-one really ‘owns’ TikTok as a business. Internationally there are quite a few brands that stand out on the platform, but here, it’s undecided who’s leading on the platform. With this comes a great opportunity, as it means it’s anyone’s game,” said Jenna Topolansky (pictured), digital marketing specialist at e-commerce retailer Catch.com.au.
Catch is well known for its spectacular variety of online retail deals, but its marketing minds recently faced a challenge. How could they create an awareness campaign for TikTok that piggybacks off current trends, when trends often move at the speed of light?
“Our campaign needed to promote our end of financial year sale. For this one we wanted to use TikTok to secure mass reach across our core audience of 18-to-54s.
“However, we know TikTok is trend focused, and it’s constantly changing and adapting. So we had to ensure we weren’t making the campaign creative too far in advance,” explained Topolansky.
For the Catch team, it was a matter of moving quickly to observe trending videos, audio and hashtags. They had to tap into what was drawing eyeballs on TikTok in order to resonate with their target audience during the sale.
@catch.com.au Don’t miss out on our EOFY SALE – ON NOW 🫶 #catchau #catchfinds #eofysale
“We made the creative on a very ad hoc basis, leaning into audio grabs and things that were currently trending on the platform. We then split the campaign up into two different ad sets. One to target interest-based people, and the other aimed at interaction retargeting,” she said.
The first trend Catch latched onto was an audio grab called ‘top three cheeses’. Its ads were filmed through the app and used Catch staff to create a more authentic feel for the platform.
“We used three or four different short videos to make up the one ad – and we made a distinct call out in each video. One of them, for example, drew attention to a 50 per cent off beauty sale.
“It used that ‘top three cheeses’ audio trend to illustrate the sale that we had, with the familiar style getting people engaged,” she said.
According to Topolansky, the advantage of trending content for brands is capturing attention from users who want to see what your take on the current viral sensation.
Catch’s second ad used a trending ‘dinging’ sound that mimics a notification.
“Some people were really engaged, while others didn’t respond to it as much. But we had lots of comments from people telling us what the sound reminded them of. And it showed the different ways people related to the campaign via their own experiences,” she said.
Topolansky also observed that connecting with trends doesn’t always require flawless accuracy. Putting your own spin on what’s already out there can have surprising results.
Say cheese!
For Catch, TikTok offered mass reach and levels of engagement unobtainable on any other social media platform.
“TikTok is such a fast-growing platform and there isn’t anything else out there like it currently. It’s got an untapped audience that you really can’t get on other channels and the time people spend on the platform in one session is just crazy,” Topolansky said.
This engagement certainly worked for Catch, with its End of Financial Year campaign far surpassing expectations in terms of generating awareness.
“For this campaign we were hoping to get around an 8 per cent ad recall result and we actually got 10.5 per cent. So people really did remember our ads and engage with them,” she said.
When running campaigns across TikTok, the organic, native and authentic style is key when getting audiences to see the ad as something that fits in with what they want to watch, Topolanksy explained.
“The ‘top three cheeses’ ad was funny and engaging. It drove our highest click-through rate and the most traffic to the website. Along with the trending audio it also had a really good call to action,” said Topolansky.
@catch.com.au Calling all beauty queens 👸 Refesh your stash with our 40% OFF sale 💄 #catchau #catchfinds #eofysale *Selected items only. Limited time. While stocks last.
For Catch, the campaign proved the efficacy of the platform.
“In terms of brand awareness and getting our brand out there, the results were higher than we were expecting to see. It shows we can have a strong brand presence on TikTok if we continue to invest in the platform,” Topolansky said.
An impressive Catch
Catch’s TikTok campaign was the first one created with a mass target audience in mind. For Topolansky, the finished product came with a few useful lessons.
“Having to make the creative so close to the campaign can be challenging, because you can’t plan too far in advance. You really have to see what’s trending, what people are engaging with, and make sure that you can react quickly to film something that’s going to be relevant,” she said.
The solution was collaboration between the team and platform, and Topolansky says keeping her finger on the pulse and creating videos that were highly relevant worked well overall.
“Thanks to the engagement we got, for future campaigns we may go with a slightly higher intent objective such as traffic to drive more people to the website. And while awareness was our goal here, we did have more people staying on the platform and our site,” she explained.
Now Topolansky and her team are looking for more ways to continue this success past their end of financial year sale.
“We’ve recently had TikTok run a brand study for us. From there we’ll gain results and learnings we can take into future campaigns.
“We are constantly trying new things, and we have several more brand campaigns launching across TikTok. Now for us it’s about finding out who we are as a brand, and how to utilise the constantly evolving opportunities that we’re seeing across TikTok,” Topolansky concluded.
COMPETITION QUESTION: What was the trend Catch used which surpassed its brand awareness goals? For your chance to win a pair of VIP tickets to the invite-only event click here.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.