Reducing testing time on brand new TikTok channel launch with a data-driven content strategy.
UKTV Play
464k
464k likes and 42.9k profile views
2M
2 million target views in 5 weeks
425%
425% engagement level
8k
8,000+ followers
Results
Thanks to our insights, their 6 month-target was met in under 5 weeks. Their engagement levels were through the roof (425%) for the launch period, compared to their closest competitors (2.2%), with over 7,000 comments and 36k video shares.
Challenge
To drive more awareness of UKTV Play and attract new audiences using Tiktok. The streaming platform was late to the party, as other competitors in the UK had already established a presence on TikTok. It was imperative for them to make their mark and grow fast. Flint, their social production agency, partnered with us to make this happen.
How we did it
Given the breath of shows and audiences that UKTV Play has, we needed to understand what content would resonate with Tiktok users the most. To find out, we analysed search trends around UKTV, its categories, shows and key personalities. To narrow our focus, we deep dived into the areas that were driving the highest level of conversation and engagement in and out of Tiktok.
This led to a launch content strategy where we tested all the hypotheses uncovered by the data. With hard numbers to prove the strategic approach, we made BAU recommendations for the channel, facilitated creative sessions for the marketing team and worked with Flint’s producers to create content informed by the insights.
