Crafting a Million-Follower TikTok Strategy
As the Head of Digital at Red Bull, one of my key missions was to engage the Gen Z, a crucial demographic for developing the French market. In 2019, I took the initiative to launch a TikTok account, making it a central focus of our strategy.
I collaborated closely with the TikTok team and specialised content creators, leveraging the platform's unique culture and trends. I implemented a robust content plan consisting of three weekly original posts featuring TikTokers, athletes and artists.
The account grew from zero to 1 million subscribers in just three years, generating over 120 million video views, and being recognised as the largest brand account in France.
Leveraging Music Trends.
Dance asset featuring TikTok superstar Akamz, who has 24 million followers.
Epic Athlete’s activation.
Fred Fugen’s “Ski Skying” Athlete project.
500K video views, building huge engagement and brand love.
Innovative event amplification.
Behind-the-scene edit, leveraging the “POV: when you…” trend to promote Red Bull Cliff Diving event in Paris.
2.1M video views.
“Does your week look like this too?”
Witty copywriting and editing that leverage energy's 'moment of need.
290K video views.