Getting Brawl Stars on Tik Tok
Anyone who's been paying attention over the past year has been witness to the meteoric rise of the social media platform that has now become a staple of youth culture. Supercell wanted to promote their massively popular game, Brawl Stars, with a TikTok presence that not only fit in, but also entertained.
So - TikTok, huh?
Oh yes. TikTok. The numbers alone are enough to get any marketer to listen - with around 850 million monthly active users, the potential reach for brands is massive.
If we look at the UK alone, with its 17 million + TikTok users, spending over an hour a day on the app - it's enough to quieten the skeptics who see it as just another platform that will rise and fall as quickly as it came on the scene.
Beyond the numbers, TikTok is also just good old-fashioned fun. Brands who want to really engage with their audiences through it need to understand what it's really all about, and how NOT to be an annoying, boring interruption. We've all heard the talk around 'Don't make ads, make TikTok's.' You know what we're talking about here.
Gaming giant Supercell, our long-standing client, were looking to create a presence on TikTok for their massively successful game, Brawl Stars. The challenge was clear to us: the battle was all around understanding a new creative platform and introducing a gaming player base.
Brawl Stars was a perfect natural fit for TikTok - the game is filled with action and eye-catching visuals. We paid attention to what was going on on the platform, then came up for a few ideas of how we could play to its culture and develop a consistent presence, while also promoting our product.
How Did It Go?
We'll let the numbers speak for themselves:
+ 1.1m followers
300k+ hours watched
If you want to hear more about what we think of TikTok, check out our Head of Strategy, Christian Perrins' article in New Digital Age: 'TikTok. Don't explain, just entertain.'