TikTok for Business Australia today launches a new free online miniseries – Don’t Make Ads: An Advertising Competition – to highlight the fun and unique ways brands can work with short-form video and new platforms to drive impact for their business.
The series will feature top marketers from four major brands, popular Aussie TikTok creators, and creative strategists to help the creators bring their content to life.
In each episode, a brand will share a current business or marketing challenge in the form of a brief to the TikTok creators. Guided by the creative strategists, the four creators will then compete to produce a creative, high-impact, native piece of TikTok content in response to the brief. Each creator response is then evaluated by the panel for its effectiveness in meeting the brand’s objectives.
The judging panel includes Brett Armstrong, TikTok’s General Manager of Global Business Solutions; Lucinda Price, comedian and media personality, who also hosts the series; and a senior executive from a different brand partner each episode.
The TikTok creators chosen to participate in the series are Janet Rifenstine, (@rifenstine), Alex Robinson aka Alex the Lion (@alexrbsn), Jayden Rodrigues (@jrod_hd), and Ash Hodgkinson, otherwise known as Ash Magic (@ashmagic). The group of creators were selected from a large pool of submissions for their creativity, passion for the TikTok platform, audience reach, and representation of Australian creator diversity.
TikTok Australia general manager of global business solutions Brett Armstrong said: “Our goal with this series is to demonstrate that building impactful creative campaigns on our platform is simple, by working with real TikTok brand partners and creators to develop fun and engaging content in a live-on-stage environment.”
When asked his favourite aspect of the series, Armstrong added, “I loved that each of the creators interpreted the same briefs in such unique and creative ways. We had a lot of fun making this show, but more importantly, we connected our brand partners with new ambassadors and helped them tap into the creative and highly-engaged TikTok community.”
The brands featured in the first series of Don’t Make Ads include Tourism New Zealand, Hyundai, Afterpay and Optus. Featured weekly to partake in the judging panel will be Andew Waddel, Tourism New Zealand General Manager – Australia; Kevin Goult, Marketing Director, Hyundai Australia; Marija Gavran, Marketing Communications and Insights Director, Afterpay; and Melissa Hopkins, Chief Marketing Officer, Optus.
The first episode lands Tuesday morning, 22 September, featuring Tourism New Zealand, and invites the four creators to help celebrate Bilbo and Frodo Baggins’ birthday on International Hobbit™ Day.
Tourism New Zealand general manager – Australia Andrew Waddel said: “Each of the creators were super innovative in their approach to the brief, and I loved that New Zealand was captured authentically in their unique style. We love great storytelling so we’re excited to bring to life International Hobbit™ Day with a new audience through TikTok.”
A new episode will be released weekly, available to stream for free at www.dontmakeads.com.au Viewers will be encouraged to share their own comments and questions as to how the creators interpreted and delivered the brief.
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