Red TikTok poster on graffiti wall, photos of people jumping and posing: "swipe for challenges and find challengers"
Submitted by redpill

TikTok Germany We Are More Than You Think Campaign

Influencer Marketing

redpill built the cross-channel We Are More Than You Think campaign for TikTok Germany around trending German creators, and the agency reports 54M+ impressions.

54M+Impressions
5.6M+Video Views

Case in 60 seconds

TikTok Germany asked redpill to evolve a UGC campaign aimed at people who were not yet on TikTok, which meant keeping the essence of the platform while generating impact with a fresh audience.

redpill treats the distance of non-users as a perception gap rather than a feature gap, because the page sets out to show German audiences that TikTok holds creative inspiration on almost every subject.

We Are More Than You Think presents TikTok as part of a journey to learn, discover or become, with trending German creators placed at the very heart of the campaign rather than at its edges.

redpill ran We Are More Than You Think across TV commercials, social media platforms, digital channels and OOH advertising, showcasing a diverse group of 42 trending German creators through 32 idents and 5 TVCs.

redpill reports 54m+ impressions and 5.6m+ video views for the cross-channel campaign, alongside an output of 42 creators, 32 idents and 5 TVCs, which describes the scope of the work rather than its return.

Strategy Breakdown

Individuals in Germany who were not yet on TikTok, described by the page as German audiences and a fresh new audience for the platform.
The brief demanded a balance between maintaining the essence of TikTok and generating impact with a fresh audience, so the work had to stay recognisable to the platform while speaking to people outside it.
redpill casts TikTok as part of a personal journey to learn, discover or become, which positions the platform as a source of creative inspiration rather than as a place defined by any single kind of content.

Creative & Execution System

Assets & channels

  • Other

Partners

  • redpill

Results & Evidence

MetricValue
Impressions54M+ impressions
Video Views5.6M+ video views
Creators42 creators
Idents32 idents
TVCs5 TVCs

Why redpill's strategy worked

  1. 1

    A platform recruiting non-users can carry its own creators into TV commercials and OOH advertising rather than relying on content inside the app, because the people it wants to reach are not yet seeing that content.

  2. 2

    Casting a diverse group of creators across many subjects answers the assumption that a platform serves one kind of content, so variety of voice becomes the argument rather than a single hero message.

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