Publicis Announces Partnership With TikTok To Harness ‘Community Commerce’

Publicis Announces Partnership With TikTok To Harness ‘Community Commerce’

Publicis Groupe and TikTok have announced a global partnership to help brands tap into emerging shopping trends on TikTok.

Publicis is the first global agency group to partner with TikTok to bring the power of commerce and education to brands and marketers; as TikTok’s founding commerce agency partner, brands will benefit from unique learning opportunities, insights, and strategic counsel centered around driving product discovery and purchase intent on the platform. Publicis clients will also test TikTok’s new commerce products, capabilities and creative solutions.

TikTok is home to a new kind of shopping culture — Community Commerce is the blend of community, entertainment, and shopping that makes product discovery so unique on TikTok. Ahead of the 2021 holiday shopping season, Publicis clients will be chosen to participate in TikTok’s first-ever “Community Commerce Sprint”, a bespoke incubator program that will prepare brands to create impactful commerce campaigns for TikTok ahead of the holidays. Through this multi-week program, participants will receive access to cross-functional support and coaching on Community Commerce best practices from dedicated TikTok teams.

The collaboration will also focus on identifying shopping trends and understanding what inspires consumers to share and purchase products on the TikTok platform. As a part of the partnership, Publicis clients will be seminal to fielding data-driven insights, supported by WARC research, and best practices to apply to their future commerce strategies.

Helen Lin, chief digital officer at Publicis Groupe commented: “TikTok charged into the world of entertainment virtually overnight, but its role in evolving consumer shopping patterns, and creating instant groundswell, is what’s caught our attention.

“Incredible opportunities exist at the intersection of content and commerce, especially when endorsed with a sense of community and authenticity that grows organically on TikTok. We are thrilled to partner with TikTok to lead the charge in Community Commerce, bringing a unique suite of capabilities to Publicis clients around the globe.”

The TikTok community is reshaping the way people discover new products and shop. Just one example of Community Commerce in action is the #TikTokMadeMeBuyIt hashtag, which showcases the products the community discovered on TikTok and has generated over 3.8B views to-date. Countless brands have reaped the benefits of community-driven, organic trends on the platform like #TikTokMadeMeBuyIt through real-time engagement and action; through this partnership, Publicis Groupe and TikTok can dive deeper into what drives Community Commerce on the platform and give brands tools and resources to drive sales by proactively and intentionally engaging with our community.

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