GreenPan, a Belgian cookware distributor, released a new line "GreenChef" aimed at adolescents. Whoever says young people, says TikTok, and that is how the ball got rolling. In a collaborative process we developed a strategy to guide Greenpan on TikTok as a creative partner. After exploratory strategic sessions, to determine the tone of voice on TikTok, we got to work and created videos in varied formats at a fast pace. This way, we learned in a short time which content and formats resonate best.
The results are positive and growing. In the first month the overall profile has grew from zero to 6279 followers and 11.7K likes. We are actively shifting and experimenting with other formats to achieve conversion as soon as possible.
Content: we developed our own tone of voice and consistently produced videos in this style.
Explainer videos: the absurdist narrative style stands out and gets results.
Adapted to trends: we respond quickly to the type of video and music that catches on. We adapt quickly to current trends.
Diverse content: we can grow quickly by posting highly varied content.
Reworkable content: we have a lot of content that can be quickly reworked into ads to convert.
Our strategy is all about content diversification, to assure we reach a wide range of young people in Europe.