Kayo Sports Turns to TikTok to Find its New Housemate in Campaign from We Are Social

Australian sports streaming platform Kayo Sports and socially-led creative agency We Are Social, have partnered with TikTok in the latest campaign, #KayoHousemate. 

The initiative, aimed at raising awareness and consideration among young Australian sports fans, supports Kayo’s new ‘Sport Lives Here’ brand campaign, recently launched with a series of TVCs that see Australia’s biggest sports stars living together in a home, just like they live together on the streaming platform.

Kayo enlisted Sydney Roosters star and ambassador Luke Keary, to conduct housemate interviews using TikTok’s unique Duets feature within a Hashtag Challenge, which allows users to build on an existing video by recording their own alongside the original as it plays. The campaign challenges users to show off their banter skills and get creative in answering the interview questions from Luke, giving sports fans the opportunity to interact with one of Australia’s biggest sportspeople and a chance to win a 12-month subscription to Kayo.

The #KayoHousemate Hashtag Challenge, the first for Kayo Sports, involves creators and athletes such as Joseph Manu, Jenna McCormick, Marty & Michael and Tom Armstrong, creating their own videos and adding their creative spin to the interview. The Hashtag Challenge campaign rolls out on TikTok this week, including TopView and In-Feed - plus additional ads on Instagram - to drive further awareness and participation.

Kim McConnie, marketing director at Kayo Sports, said: “We are excited to tap into a new audience of sports fans and see them creatively engage with our brand platform and have fun with it, in a way that’s unparalleled to other media channels. Our collaboration with We Are Social and TikTok to understand the behaviours of the younger sports fan and how they use the unique features of TikTok, allowed us to activate our new ‘Sport Lives Here’ campaign in a playful way, handing over the creative reigns to the community, while making them aware of the breadth and depth of sports that only Kayo has.”

Brett Armstrong, TikTok’s general manager of global business solutions ANZ, said: “Kayo Sports have been a great partner to us at TikTok. This latest campaign from We Are Social leans into the unique opportunities that TikTok offers brands to engage directly with our community, motivating them to get actively involved in making their own TikTok videos for this campaign through clever creative. Kayo Sports have been working with us to reach our audience of sports fans and this campaign is a best practice example of how to do that."

“We’re achieving some great results with campaigns like this on TikTok, which has tripled its penetration in Australia in the past year, as we’ve seen in our latest Digital 2021 Australia report. It’s especially effective when it comes to engaging communities like sports fans and driving strong word of mouth,” said Suzie Shaw, managing director at We Are Social.