TikTok
Pilot Test
TikTok marketing is on the rise, yet Innovate UK has yet to explore influencer marketing. With the upcoming launch of the Women In Innovation competition, there's internal interest in establishing a TikTok presence for this flagship program. The aim is to tap into a new audience segment and attract applicants from diverse backgrounds.
1
The Challenge
Launching a new channel presents challenges, especially given government concerns surrounding the platform. Additionally, resource constraints hinder the team's ability to manage a new channel effectively. Uncertainty looms regarding the feasibility of creating a new page on TikTok.
2
The Solution
Embracing innovation, we opted to collaborate with existing TikTok influencers to leverage their reach and engagement, minimising risk. I led my team of Marketing and Social Media Managers to conduct thorough research on TikTok usage, identify necessary resources, and address data protection considerations. Cross-team collaboration with the program team and social media team ensured alignment and clarity on objectives. Metrics for success were established, alongside the creation of tracking links to capture essential data. Collaboration with our external legal team addressed risks and management concerns.
3
The Results
We successfully developed a TikTok pilot test, endorsed by the department Director. Measurable outcomes included a record-high number of applications to the Women In Innovation competition and a total audience reach of 285K through TikTok alone. I provided coaching to our new Marketing Manager and Social Media Manager on implementing new practices, inspiring the wider marketing team to explore new marketing channels. Additionally, we established streamlined processes for influencer marketing, serving as a reference for future initiatives.
