TikTok

NBCUniversal’s Creative Partnerships had a fantastic opportunity to partner with TikTok, leveraging our viewership to help introduce their new campaign to the world. Our main objective was to demonstrate to non-TikTok users that they can discover new and useful things on the platform, with the goal of attracting new users: TikTok isn’t just for GenZ and Millennials. It’s for everyone. The challenges for this program began with the focus of the ask, which shifted halfway through the creative process. After pitching and selling through one cross-portfolio concept, TikTok pivoted instead to new “You Have to See It” messaging, so midway through our team scrapped current works-in-progress and scoured TikTok identifying themes, talent, and individual posts to weave together the best ideas under a tight deadline. We aimed high, seeking to make three total spots for a complete vision, but had to do so with a modest budget (limiting shooting time, locations, and subject matter). With a huge push from our creative, talent, and production teams, ideas became a reality: we engaged Bravo superstar (and draw across all age groups) Kyle Richards to film three unique spots at a single location over two days. By including her family and friends as foils in each spot, we were able to offer a comedic take on the “DIY real life” of reality stars. The finished campaign hit all the right notes with our clients, who extended the rollout to make our spots a notable part of their larger campaign. Combined with huge social response and engagement, NBCU x TikTok’s “You Have to See It” was a success for all involved.