Staff Reporters
Oct 10, 2019

How brands are experimenting with TikTok

The creative director of TikTok’s in-house planning and creative unit reveals how some of the best brands are testing the platform.

With a significant and ever-growing youth userbase, TikTok is fast becoming one of the most sought-after platforms for brands to reach the gen Z audience.
 
But many brands and agencies are still wrapping their heads around how the short video platform works, and how they can authentically insert themselves into it.
 
So we caught up with Norio Ichikawa, the creative director of X Design Centre, its planning and creative unit, to shed some light on how brands can experiment with the platform, the role that music plays in campaigns, and what differentiates TikTok from other media platforms. Stick around till the end for a fun little TikTok nugget featuring Akira Suzuki, head of X Design Centre.

You might enjoy looking at some of our other Spikes Asia 2019 coverage and videos while you're at it, check out our videos on what industry leaders would eliminate from their jobs, storyteching, chatbots, music and playing it safe, and our quick-fire 'Keeping pace with...' series with R/GA's Tuomas Peltoniemi, Google's Tara Mckenty and Brave Bison's Kate Burns.

Related Articles

Just Published

2 hours ago

Creativity is key to driving sustainable living

SPIKES ASIA X CAMPAIGN: Active consumer demand for sustainable living is lagging regulations and technology, and this is an opportunity for the creative business to make a real, positive impact.

2 hours ago

Greater precision and effectiveness with AI

SPIKES ASIA X CAMPAIGN: Embark on a journey to discover and push the boundaries of alternative applications of AI in connecting the trinity of the brand, the media and the creative to propel marketing effectiveness.

2 hours ago

China's media dystopia

SPIKES ASIA X CAMPAIGN: A panel from Mindshare imagines the various potential fates of media in the world’s most advanced digital market, China, based on the emerging technologies and changing consumer trends we see today.

3 hours ago

Upcycling creative content: Making the most out of ...

SPIKES ASIA X CAMPAIGN: Business and creative experts explores a leaner, meaner, more cost-efficient, and more agile creative methodology.