How consumers react to TikTok’s first UK TV Commercial
As we enter the new year, we have decided to take a look back at one of our favourite ads from 2020. As TikTok’s first UK TV ad campaign, “A Little Brighter Inside” coincided with the first COVID-19 lockdown, TikTok took the opportunity to help the nation stay upbeat, positive and entertained. Our research seems to indicate it did just that.
The 60-second advert features a whole host of digital creators and celebrities – from Little Mix, Tom Daley, Tinie Tempah, Gordon & Tilly Ramsay through to the likes of Holly H, Matthew & Ryan, Grandad Joe and even Charlie the sausage dog – all of whom proved popular on TikTok in early 2020 before the release of the ad.
Created by Social Lab, the advertising is part of a wider marketing campaign the social platform had in place in May 2020 during the COVID-19 lockdown, with creators and celebs filming the shorts in their own homes, creating joy-filled and entertaining videos, which is very much in keeping with the TikTok ethos – honing creative expression in 2020 and beyond!
Using AdProbe, Vision One’s advanced advertising pre-testing method, we conducted a monadic test on the execution via an online survey amongst a nationally representative sample of the UK population to understand the advertising effectiveness.