Let’s start from the beginning. Imagine you receive a new brief from your client. This brief calls for something (1) emotional, (2) disruptive and (3) viral. You might wonder, who wouldn’t want that? At every stage of advertising production, regardless of the client, industry, or budget, the ultimate goal is to create something memorable, something that people want to share. At the same time, we face an increasingly skeptical audience and a more competitive ecosystem. So, what can we do to meet that brief?

In this article, I’ll explore some elements and how to combine them to attempt to achieve just that.

The campaign should be emotional, but which emotions should we prioritize?

In his book "Contagious," Jonah Berger explores the psychology behind content that is shared massively. He argues that intense emotions such as fear, awe, joy, and anger are essential for capturing the audience’s attention and motivating the spread of content.

Fear, for example, triggers deeply instinctive reactions, tapping into the need for protection and action. Obviously, in our line of work, it’s not advisable to scare anyone, but understanding how this works is important. Examples of how fear is exploited to foster widespread sharing can be observed in political marketing, where propaganda and ideological discrepancies are frequently employed to maintain our vigilance.

On the other hand, awe is highly powerful. Feats and displays of mastery always capture people’s attention, eliciting surprise and the desire to share that sensation with others. This explains why we share certain campaigns, consume certain art, or admire certain types of creativity.

Joy is related to anything that brings a smile to our faces, evokes tenderness, or makes us feel warm; all of this is easily shared, as we want our circle to experience it. Think about how contagious a joke or a meme can be in this sense.

Finally, strong emotions like anger, irritation, or discomfort often drive us to act. Content with this type of emotional charge can mobilize millions around the world and even inspire organized social movements. However, similar to fear, we need to use these emotions responsibly. Our goal should always be to foster positive social engagement rather than exacerbate negativity. When considering this approach, it is essential to carefully weigh the potential impacts, ensuring that it aligns with ethical marketing practices and contributes constructively to societal conversations. This delicate balance of emotion can be pivotal when crafting compelling messages but must be handled with sensitivity and foresight.

Disruption (but without annoying anyone, please).

Although I would personally like this word to be used less loosely, it is crucial to understand the key principles behind disruption: familiarity and surprise. For disruption to be innovative and appealing, it must combine a degree of familiarity that avoids alienating the audience and facilitates its adoption, along with a surprising element that makes it feel unique and outstanding. Let's take the example of Uber at the beginning: the platform was different enough from existing transportation options, but at the same time, it maintained similarities with already-known services. It’s easier said than done, but understanding these principles can speed up some steps. 

For example, in the work we did for BMW alongside Lil Miquela, we combined the fascinating aspects of the digital world with real elements to launch the new iX2 model. On one hand, the familiar was represented by the brand itself and the traditional methods of commercial communication in the industry. However, the innovation shone through the blending of the digital and physical worlds, putting Lil Miquela not only behind the wheel of the car but also at the forefront of the campaign. This strategy allowed us to connect with 8.2 million people, creating a disruptive model that linked BMW with a new audience in a unique space, without losing sight of its legacy and cultural background.

The virality formula: reach, memorability and mentions.

Emotional and disruptive values are essential to connect with the audience and draw attention to our work. It's difficult to go viral without them, but we must also consider other factors, such as reach, memorability, and the number of mentions.

Reach refers to the ability to use all the touchpoints surrounding the brand to reach all audiences engaging with the category. This involves presence on digital platforms, participation in relevant events, and creation of strategic partnerships to maximize our presence and connection with potential consumers. Memorability relates to the connections we create in the mind around our brand, everything that helps us be remembered: phrases, mascots, assets, and advertising styles. For example, what brands come to mind when you think of polar bears, gorillas, or finger-licking?

Moreover, the number of mentions is essential for successful virality. Just as a scientist knows their work is successful based on how often it's cited, we can recognize a good campaign, idea or piece when it's frequently mentioned. Think of your favorite piece and ask yourself: could you explain the idea? If the answer is yes, you're already halfway there, as pieces that are easier to talk about are more digestible and contagious.

The art and science of connecting with your audience.

In the words of Dave Trott, a campaign worthy of being shared, told, and going viral must have three components, in this order of importance:

• Impact
• Communication
• Persuasion

Without impact, attention won’t be captured; without communication, the message won’t be understood. Therefore, emotions are needed to make an impact, disruption to grab attention, and repetition to effect change; in a word, persuade.

In summary, viral content is a combination of artistic ability (yours) and science (the steps presented). By understanding and applying these emotions, integrating disruptive elements, and ensuring that the idea is easy to convey, brands can create content that captures the audience's attention and resonates deeply. Stop worrying about going viral and focus on connecting with your audience. 

Take as an example what we did for Ray-Ban. The campaign strived for impact by featuring stunning hero content across multiple platforms—including social media, 3D visuals, outdoor advertising, TikTok challenges, and video games—which caught the eye and held attention across a diverse range of consumer touchpoints. Additionally, our collaboration with 11 popular Italian TikTok influencers to launch an elevator dance challenge showcases effective communication, turning a simple call to action into an engaging, participative experience that resonated well with audiences. This not only persuaded participants to join in but also helped the challenge go viral, achieving 12 billion views worldwide and inspiring over 3.2 million user-generated videos.

So, in your next brainstorming session, ask yourself:

• What emotion do I want to tap into?
• Does it have the right mix of familiarity and surprise?
• Is it easy to tell? To remember?

Remember that creative work is an experiment, and these are just some steps that can help you in your next projects. If you have doubts, comments, or are interested in learning more, remember that the Brand Planning team at Media.Monks is here to help you, challenge you, and collaborate on implementing ideas based on these principles, whether you are a client, collaborator, or just want to put to the test what has been presented here.

It’s not a coincidence that the platform attracts these audiences and also humanizes brands by encouraging them to show a more genuine side. To put it simply, TikTok stands out among other platforms by not only connecting with younger audiences but also providing brands with unique opportunities to establish emotional connections, showcase their authenticity and effectively reach new potential customers in creative ways. Moreover, it serves as a fertile ground for creating trending content and attaining viral status within seconds—resulting in the highly sought-after “sold out” scenario that every brand aspires to achieve.

In a marketing landscape that is constantly evolving, having a presence on TikTok is not just an option, but a wise decision for brands aiming to differentiate themselves and stay relevant in the face of an increasingly demanding digital audience. Surprisingly, though, many have yet to fully tap into its potential. Worry not—whether you’ve tested the waters already or are just thinking about dipping your toes into the platform, this guide will help you succeed in your TikTok campaigns.

Stage 1: Initial Preparation

Before venturing into TikTok from a brand perspective, it is essential to actively engage on the platform as a user. Becoming familiar with the language and dynamics of TikTok is the first step toward achieving success. Whether you are a brand owner, employee or part of an agency, absorbing the essence of TikTok is crucial.

Success on TikTok requires synergizing a distinctive tone of voice with the unique social essence of the platform. The brand voice, which may be cautious and dependable elsewhere, can (and likely should) become inspiring, lighthearted and humorous on TikTok. That’s the only way to break down barriers and establish a relationship with consumers that’s built on trust. Ultimately, TikTok provides the ideal environment to unravel untapped aspects of the brand.

Some of the ways brands can actively participate on TikTok include:

1. Creating an organic profile on TikTok:
   
   This strategy involves building a brand profile on the platform and consistently sharing organic content. It requires meticulous planning, as the videos should resonate with TikTok’s audience and align with their interests. 
   
   
   
   While it demands a high level of dedication, the benefits outweigh the effort. By having an organic presence, the brand’s profile becomes a testing ground, enabling the brand to extract valuable insights from videos, explore topics that intersect with diverse niches within TikTok and receive real-time feedback from users. These learnings can then be applied to paid content, ensuring its effectiveness is maximized.
   
    
2. Using TikTok ads:
   
   Another alternative is to invest in paid ads on TikTok.These ads can appear in the discovery feed, just like organic videos, but there are also special formats that provide a prominent position on the homepage, as well as sponsored challenges. The lack of an organic account doesn’t necessarily affect the performance of these ads, making this a great choice for brands that want to test the platform without fully committing to it yet. It’s also an effective tactic to amplify seasonal campaigns.
   
    
3. Partnering with TikTok creators:
   
   Partnering with creators not only serves as an alternative for those unable to choose one of the previous options but also acts as a complementary strategy that can and should be combined with the others. Content creators on TikTok are native to the platform, meaning they possess expertise in producing content that truly resonates with audiences. By partnering with the right ones, you can gain an intermediary that effectively translates the brand’s message while also attracting potential customers from their trusted follower base.

There’s no such thing as a one-size-fits-all approach when it comes to collaborating with creators. Instead, it’s important to avoid a cookie-cutter style and focus on customizing strategies to accommodate individual differences and cater to specific needs. More often than not, creators complement brands’ strategies through dark posts, but increasingly, they are involved in the early stages of the campaign, helping to determine the best way to introduce it on the platform.

Stage 2: Beyond the Top of the Funnel

Recognizing that TikTok isn’t just restricted to the initial phase of the marketing funnel opens up space to plan a comprehensive strategy with videos that address all stages of the customer journey, which can be even more effective. 

When we think about TikTok, it’s not uncommon to associate it with the awareness stage, in which brands can leverage the viral nature of the app to capture the attention of a wide audience. However, it doesn’t end there. In the conversion stage, brands can incorporate clear call-to-actions within the videos or in the captions, directing users to visit a website, make a purchase or sign up for a newsletter. 

To drive ad communication, though, it is crucial to have a clear understanding of campaign objectives and key performance indicators (KPIs). What is the core message we aim to convey? What will be the call to action (CTA)? These considerations will guide the development of an effective campaign.

Stage 3: Detailed Research

Research is a powerful ally in shaping a TikTok strategy. It is crucial to collect and save relevant references, templates and resources for future adaptations. Analyzing consumer-generated content, both from the brand and others in the industry, provides valuable insights into what resonates with the audience.

By exploring the different hashtags and trends that are closely related to the campaign theme, you can join the conversations that organically align with the strategy. Attentively listening to customer feedback, identifying recurring themes and evaluating overall brand perception will guide the path to success. 

Stage 4: Key Considerations for Planning

During the planning phase, brainstorming with the team is key to selecting the best ideas. From there, it is necessary to identify the required resources—including roles such as store employees, content creators or celebrities—as well as materials such as sets, props and products. These resources will be used in filming, adapting existing content, or recording videos at home.

Not long ago, we successfully brought Kopenhagen’s Easter campaign to TikTok. The Topview announcement in particular had an impressive reach of 4.1 million people, exceeding expectations. In addition, the click-through rate (CTR) was 35% higher than the standard benchmark. The impact was even more remarkable as the proportion of new users visiting the brand’s website increased by over 60% during the period when this format was utilized. In short, this broad visibility, coupled with a significant CTR, resulted in a notable growth in the number of potential customers during one of the most important dates for the brand.

Another crucial aspect is the development of a well-defined timeline, encompassing the entire process from the initial creation to the launch of the TikTok campaign. In doing so, it’s necessary to dedicate enough time to each step, ensuring they are properly distributed within the available time frame. This helps avoid last-minute planning for seasonal campaigns.

Stage 5: Creating Impactful Content

When it comes to creating content for TikTok, every second counts. Unlike other platforms, where longer videos are favored, TikTok is all about agility and action, which means that the first three seconds are particularly crucial in capturing the user’s attention. That’s when you should be highlighting offers, promotions, coupons and even free shipping—maximizing efforts to attract and engage the audience effectively.

By understanding the language and trends, conducting comprehensive research, carefully planning and creating relevant content, brands can achieve outstanding results on TikTok. While harnessing its full potential may not be as easy as it seems, when executed effectively, it becomes a formidable marketing tool. The platform’s evolution has made it essential for successful campaigns. Let’s embrace creativity, innovation and strategy to fully unleash its power.

Understand the importance of trust.

Market volatility has been a withstanding theme that our entire generation is still learning to grapple with—a concern shared with Gen Z, who in the US identify “level of trust and security” as the top priority when choosing a financial service provider. And while 50-80% of smartphone-owning Gen Z in the US use mobile banking, their preference for mobile and digital service doesn’t mean they’re uninterested in traditional banks. In fact, traditional banks and payments remain more trusted and preferred for Gen Z.

Traditional banking and payment brands already have the trust of Gen Z, but that doesn’t mean there’s little to no work to be done for these brands—especially in light of the recent banking crisis in the US. As we progress through myriad uncertainties—stagflation, rounds of layoffs and more—even the most established names need to stay vigilant. Thankfully, Gen Z has clued us in to what’s important to them: namely the desire of personalization, speed and simplicity of engagement. Delivering on these needs boils down to the fundamental concept of building brand trust, of which social media can play a big part.

Focus on the content that matters most to your audience.

A generation brought up by the internet, more than half of Gen Z seek financial advice online through social media, with TikTok and Instagram having the greatest pull. Roughly two thirds of Gen Z cannot answer more than 50% of general financial literacy questions correctly, meaning content that focuses on areas of financial literacy (and shared through emerging formats) would best benefit Gen Z audiences.

This gives brands the opportunity to position themselves as a source of truth and thus, demonstrate their competence with the shared knowledge. And while the range of content on social media is big, it doesn’t hurt to start small. Simply start with the basics and continue to iterate from there.

Keep language consistent and coherent.

To succeed on social channels, brands need to establish strong social media principles, content focus and tone of voice. Without a social media strategy, they risk falling into the trap of focusing too much on tactical promotions. Here’s what not to share:

• Marketing speak that is difficult to understand (“Get up to 3.5% rebates”)
• Promotions with inaccessible fine print (“Limited redemption for the first 100 customers weekly for each outlet”)
• Rules that are confusing to understand (“Stand a chance to be eligible for up to 8% per annum interest if you qualify for more than three categories”)

Keeping things simple might be one of the most challenging tasks for brands in the financial services industry. But it’s incredibly fruitful: just look at how Gen Z have skewed towards “buy now, pay later” options over credit cards thanks to their simplicity.

Transparency is key to maintaining trust.

Investing in greater transparency on social media goes a long way toward building trust. In fact, 53% of consumers say a brand’s transparency on social media would prompt them to consider that brand for their next purchase, and 37% say they would purchase more from a company that is transparent on social media.

Moreover, social media’s predilection for connection makes it easier for brands to track sentiment and results from campaigns. Approaching content in a friendlier, youthful persona helps reflect Gen Z’s demand for more authentic content. Breaking down the “fourth wall” between brands and consumers requires decision makers to act with integrity and respect the standards of interaction on each channel.

Through each of the tactics above, we’ve explored key ways financial service brands can build trust with their audiences. From supporting consumers early on their journey to financial literacy, to focusing on simplicity and transparency, brands can build strong, trustworthy voices to connect with consumers.

A number of factors have fuelled an increase in plant-based foods, from dairy alternatives to meat substitutes. The branding of these products tends to be bold, punchy and irreverent, with an equal emphasis on health and personality. The days of vegans being largely viewed as fringe weirdos wearing hemp shirts are gone. Instead, veganism has become almost sexy. It’s no longer a single carton of soy milk hidden at the back of the store, but it’s young brands like Oatly that turn a yearly profit of hundreds of millions of dollars by producing over ten different types of oat drink, ice cream, and vegan yogurt called “oatgurt.” Rather than having Donald Watson explain how to pronounce “vegan” to a small group of subscribers, it’s Ariana Grande sharing #vegan recipes with her 289 million followers on Instagram. 

This leaves our Creative Director Films & Content Ben Phillips, Executive Creative Director Christy Srisanan, and Senior Copywriter Omnya Attaelmanan wondering: Is the advertising industry helping plant-based brands lean into veganism’s popularity and perceived edginess? Or are we relying too much on tried and true food marketing techniques, failing to support these brands in setting themselves apart from more traditional ones with fresher approaches to advertising? 

More consumers are going for clean greens.

Surprisingly, vegans aren’t necessarily the driving force behind the rising popularity of plant-based products, as one in four consumers identify as flexitarian. This means that the largest, most significant consumer group for plant-based products might not be vegans or vegetarians, but omnivores trying to fit a few non-meat days into their weekly menu. 

For many consumers, concern for the environment is a driving factor behind choice of diet. A study by the University of Oxford found that animal products are responsible for more than half of all food-related greenhouse gas emissions, and according to the Intergovernmental Panel on Climate Change (IPCC), adopting a plant-based diet can help fight climate change. Simply put, plant-based food and drinks can offer up a flavorful experience without the carbon footprint associated with animal products. 

Flexitarianism, vegetarianism and veganism represent steps towards more climate-friendly ways of consuming. This opens up great opportunities for marketing and advertising plant-based products in a way that emphasizes their minimal impact on our planet. Such environmental messaging is likely to resonate more strongly than ever, especially considering recent extreme weather events around the world—because selling plant-based food is all about the mission.

Thinking outside the animal-based box.

As opposed to animal products, plant-based food and drinks are rarely advertised with a focus on the sensory pleasure of consuming them. That’s the case for beef burgers, not plant-based patties. For the latter, advertising always needs to account for a consumer mindset that’s deliberate and thoughtful in its approach to food. Besides trying to compete with animal products in terms of taste and texture, vegan brands also aim to focus on their mission and bake it into their branding at every level. 

This typically translates into positioning themselves as being morally superior to “old school” animal products. The messaging of plant-based products often tends to call out non-vegan competitors, from Oatly’s “It’s like milk, but made for humans” to Beyond Meat’s “You’ve evolved. So should your snacks.” Sometimes, this can have dramatic results. Oatly, for instance, was sued by the Swedish dairy lobby over an ad that featured their slogan and the line “Wow, no cow.”

These brands are navigating multiple fine lines—between confrontational and adversarial, between punchy and preachy, and, perhaps most importantly, between cool and commercially viable. Too quirky, and you might lose consumers who would otherwise be interested. However, too bland, and you don’t stand a chance in a market full of edgier brands. Maintaining the right balance is a real challenge, which is an opportunity for advertising partners to step up their game. 

(Re)planting the seeds for plant-based brands’ success.  

When partnering with vegan brands, it’s crucial to bear their mission in mind. It isn’t just important—the mission is everything. Even the most profit-focused vegan brands will want to highlight their commitment to fostering sustainability, animal rights and healthy eating habits. So, it is our job to tap into that shared passion between plant-based food producers and consumers. 

However, there’s still plenty of room to explore the sexier side of veganism and promote both the mission and the taste, texture and satisfaction of the product. So, we believe that the next step for advertising partners is to think about how, when and where we can help vegan brands add some sizzle to all the substances. How do we make plant-based food and drinks not just appealing, but actively tempting? How do we elevate both the mission and the marketing? How do we do all of this without rehashing old, stale techniques to sell food that the industry has relied on for decades?

“There’s usually a strong directive from brands to ‘stay in category’ to meet consumer expectations, resulting in a lot of food-related ads using similar tropes,” says Catherine Millais, our Film Director and tabletop photography expert. “Think of dairy products being shot in morning light, the classic chocolatier stirring his melted chocolate, or ads highlighting a burger’s ingredients through slow-motion footage—usually with a male voice-over and masculine energy.”

In addition, Millais argues that there’s room for much more storytelling in the plant-based product space. “Older, more established brands rarely introduce themselves to consumers anymore,” she says. “Why should they? The legacy has already been established and the origin story has largely been told. We all know about Ray Kroc and McDonald’s. Newer brands, however, have a chance to introduce themselves and tell their brand story in engaging, inventive ways that weren’t available ten or more years ago.”

By adhering to traditional food advertising tropes, we’re missing important opportunities to market plant-based products as an entirely separate category. This is a chance to substitute standard practices for new, innovative ideas and swap masculine energy for gender-neutral joie de vivre—all to exceed and subvert consumer expectations.

Plant-based food brands represent a bold departure from a long-established norm. This is as true today as it was back when Donald Watson started his Vegan Society. In trying to appeal to a consumer base of both vegans and meat-eaters, we can’t afford to tread the same old paths and forget that boldness—this does a disservice to brands that strive to fulfill a mission, consumers that try to take a more conscious approach to food, and advertising partners that aim to connect them through meaningful marketing.