Canva is a global visual communication platform valued at US$26billion that was founded in Perth in 2013.
Canva head of global sales and success Jen Howard says TikTok has played a pivotal role in Canva’s marketing strategy.
“We run a lot of paid campaigns on TikTok and it has germany telemarketing database become integral across our entire marketing funnel. From creating product awareness, to helping people understand our product offering, inspiring people to try our full suite of products and encouraging expansion and adoption once they’ve started to use our tools,” she says.
Canva shows ‘business booms’ on TikTok
Canva has utilised TikTok to engage diverse audiences, something they say demonstrates how big businesses are booming on the social media platform. Howard says having fun and prioritising authenticity is essential when engaging with TikTok’s diverse audience.
“Start experimenting, stay true to your brand’s authenticity, keep content low-fi and prioritise having fun to effectively convey your brand message whilst being engaging to your audience,” she says is her advice to other businesses looking to incorporate TikTok into their marketing strategy.
Since emerging in 2019, TikTok has become an essential marketing platform for businesses of all sizes. It remains one of the most downloaded apps with over one billion active monthly active users worldwide.
With the capacity for videos to go viral overnight and reach millions of users, advertising on TikTok can open many doors for companies, especially those wanting to reach young audiences.
According to the company’s own data, one in two Gen Z TikTok users are likely to buy something while using TikTok and 81 percent of TikTokers use the app to discover new products and brands.
But in recent months, countries across the globe have been prohibiting the app from government devices due to privacy concerns and several states in the USA have implemented a total ban.
Beer and nicknames: they’re two hallmarks of Australian culture. Australians have a knack for nicknaming everything – something which marketing campaigns have previously capitalised on. Now Heineken, already a popular beer brewer, is seeking to combine both with the newest out-of-home digital campaign ‘Beer Nicknames’.
The new campaign is asking the public to invite their mates for a beer by scanning and submitting their favourite beer-related nicknames.
These user-submitted nicknames have the chance, once verified, to be displayed on oOh!Media’s large digital screens in The Bourke and Emporium in Melbourne and Murray St in Perth.
Beer Nicknames: appealing to Gen Z
Heineken’s new campaign is specifically designed to drive engagement with Gen Z, offering them the chance to have their moment of fame on a big screen. Gen Z represents a significant consumer market, with disposable incomes predicted to increase almost seven-fold to $3.2 trillion in 2030.
The digital aspect of the campaign fits perfectly with Gen Z’s position as digital natives, and its focus on nicknames appeals to their desire for personalised and omni-channel marketing approaches.
The campaign makes use of oOh!’s creative technology, using a dynamic application that manages, reads, validates and embeds the messages into the large format digital sites. Hopefully the company has a solid verification system in place – one which picks up on disguised profanities or offensive language, which might have the potential to cause brand controversy.
Heineken seems to have high hopes for the digital campaign. “This innovative solution exemplifies oOh!’s commitment to utilising creative technology to empower clients to broadcast and update their campaigns in real-time, creating meaningful connections with their target audiences across the oOh! network,” says Richard Moore, production director at POLY.
The dynamic creative is collected with an immersive microsite built by AFFINITY, which collects user submissions.
Nicknaming a focus for Heineken
Heineken celebrated the 150-year anniversary earlier this year, having started as a small family brewery in the city centre of Amsterdam in 1873. Part of this celebration was the launch of the ‘Celebrate Whatever You Call Us’ campaign, which encouraged Aussies to make up nicknames for Heineken beer.
Now, Heineken is again focusing on campaigns that promote Aussies generating nicknames for the company. ‘Heineken’ can be a mouthful – in more ways than one – and the newest campaign could curb this difficulty, while also facilitating playful sharing among customers. It might not lead to a ubiquitous, quintessentially Aussie nickname like Maccas, but it’s a start.
“Australians have such an enthusiastic passion for nicknaming everything, and yet, despite Heineken being one of the nation’s most popular beers to drink, we realised Aussies don’t really have an existing nickname for our brand. Rather than trying to force this, the campaign centres around inserting Heineken into the existing category vernacular of beer nicknames and we used innovative out of home to leverage Aussie’s imagination and creativity in a unique way,” says Dino Bozzone, country manager Australia, Heineken.
oOh!Media worked in collaboration with Lion’s media agency UM, strategic digital agency AFFINITY and POLY, oOh!’s creative and innovation hub, to develop the campaign.