#GIMMEMORE TikTok Takeover

6. Digital Experience Kancils [6.3 Best use of social & messaging platforms]

Links:

Product/Service:

Telecommunication

Client:

Maxis

Brief:

Gen Zs make up the largest percentage of the 14 million Malaysia's TikTok creators which made it a must-win platform to reverse Hotlink's declining Gen Z appeal. Problem: Gen Zs do not like ads especially if it interrupts their experience. So, what could we do to win over their attention and trust as the telco that could give them more of what they love?

Solution:

Hotlink presents #GIMMEMORE Instead of interrupting them with ads, we leveled up creators. We collaborated with TikTok's Gimme The Mic global singing competition to launch #GIMMEMORE, a unique stage for any Malaysian creators to show off more of what they love. WHAT WE DID #GIMMEMORE Stage Our branded mission turned Gimme The Mic into a stage for all Malaysian creators (not just musicians) #GIMMEMORE Spotlight Influencers and Gimme The Mic contestants highlighted Malaysia's creators while encouraging participation. #GIMMEMORE Jam To spur them on, we created a song (that lowkey contained our Hotlink proposition) for creators to use. #GIMMEMORE Hijack We hijacked the global Gimme The Mic livestream to drive even more attention to our local #GIMMEMORE stage. The campaign proved a success; raking in 19 million impressions, 10 million reach, 1.4 million engagements, a 700% increase in average engagement rate and 4030% increased in TikTok followers.

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