Enter a World of Hidden Knowledge on TikTok, from We Are Social

TikTok has just launched their first Australian-made TVC as part of their latest integrated brand campaign, in partnership with socially-led creative agency We Are Social. The ‘Now you know’ campaign, entirely filmed and produced locally, is a celebration of the entertaining, enriching and diverse content available on TikTok, aiming to position the social app as a trusted entertainment platform for Australians of all ages. 

With the mission to inspire creativity and bring joy, TikTok has become the platform that people turn to for entertainment throughout their day. Everyday people from different backgrounds and all walks of life are joining it, having fun, and creatively expressing themselves. ‘​​Edu-tainment’ content, which blurs the line between education and entertainment, is booming online, with #LearnOnTikTok content generating over 350 billion views, and internet users more likely to say they’ve learnt practical life skills from social media (57%) than from university (51%). TikTok has been cemented as the home of edu-tainment, as the platform is bursting with a diverse community of creators sharing entertaining life hacks and fun facts that guarantee everyone can learn something new every day, and enjoy doing it.

Serena Leith, marketing director ANZ at TikTok, says: ”TikTok Australia has always been super passionate about utilising the amazing local creator, creative, production and entertainment industry talent we have at our fingertips, which is why we were so excited to finally craft our first wholly Aussie TVC. Shot over one day and night in Sydney, we collaborated with Australian agency, creative, production, creator and audio partners to craft a fun, lighthearted piece of video content to showcase some of the most interesting life hacks to be found on TikTok, via truly Australian cultural truths - with everything from BBQs, to spiders, to mullets and even aliens.” 

The campaign celebrates the best of TikTok learning and features high-calibre and emerging Australian creators including @shepmates, @theaussierapunzel, @chebbo, @astrokirsten, @brad, @shesgotlegs, @tom_ismyname and @himynameispriya, entertaining the audience with their top tips, from how to capture a huntsman spider to how to make banana skin taste like bacon.

‘Now you know’ launches with a hero 30” film across TV, Cinema, BVOD and Social and will be supported with extensive out of home. The campaign also features a TikTok hub showcasing some of the best edu-tainment content and creators available on the platform.

Ben Clare, executive creative director at We Are Social Australia, says: “There’s a huge misconception that TikTok is exclusively for lip-sync and dance videos. Over the last few years, it has become one of the largest learning platforms in the world, home to everything from cleaning hacks, to astrophysics to how to put sunscreen on a toddler without the drama. It’s the home of everything you never knew you needed, and we wanted to celebrate that in an equally entertaining way.”

We Are Social was appointed by TikTok in November 2021 and has since supported the brand with their social media presence and campaigns.