The Challenge
The client for this project is one of the global leaders in tire manufacturing for the off-highway tire market. As their social media agency partner, our team develops their social strategy on Facebook, Instagram, LinkedIn, TikTok and X (formerly Twitter), across 14 international markets. Unlike many other social media agencies, one of our core business offerings to clients is the use of social media to support core business goals (instead of chasing vanity metrics).
Last year, we were set the task of growing awareness of the brand amongst younger online users – in particular across the Gen Z and millennial user base.
Our primary goal involved building TikTok into the forefront of our brand’s digital presence. We aimed not only to increase BKT’s follower count but, more significantly, to enhance engagement and expand our reach metrics within TikTok’s dynamic ecosystem.
Our Solution
Naturally, TikTok was the obvious platform for reaching the Gen Z demographic, as well as seeming like a natural evolution from the reel content we were already producing for the client’s Instagram account. As a first step, we researched the platform to ensure that there was a relevant community of users within the agricultural and industrial sectors on the platform. In particular we observed a large and engaged community of agricultural users – with high volume hashtags such as ‘Farmtok’.
Having observed competitors on the platform we also saw that there was a need for more fun and relatable content for those within the agricultural and industrial communities, as the majority of content available was focussed around being educational.
We set out by researching common issues and relatable experiences within both sectors. We also looked at trending challenges and audios each week to see how we could get the brand involved in such trends in an authentic and fun way. All in all, our goal was to position the client’s brand as being relatable and a key part of the agri and industrial community.
Results
The client is super happy with the growth on the platform to-date, with positive metrics across the board. By adjusting the client’s tone of voice to align with the community’s language, we succeeded in fostering engagement, resulting in a noticeable uptick in comments and saves—two pivotal metrics for our campaign’s success. At the beginning of 2024, the client also offered us the opportunity to become their content agency partner – demonstrating their trust and confidence in our abilities to propel their growth more this year.
A snapshot of their account KPIs from the end of 2023 can be found below.
→ Followers up 383%
→ Total likes up 3057%
→ Comments up 412%
→ Reached audience up 615%
→ Video views up 795%
