OBJECTIVE:
The client wanted to increase the followers of their existing TikTok account, as well as create and grow a new one that would be focused solely on math (Chegg Math).
CHALLENGE:
- Chegg wanted to launch these initiative before the school year started, but we were already a few weeks out, and their existing account lacked a clear direction and strategy.
- Their legal team was unfamiliar with platform’s guidelines and best practices, which delayed approvals.
- Their CMO’s active involvement required frequent ad-hoc meetings and performance reporting updates, causing additional delays.
- After a successful launch, we received a $375k incremental for an international (CA, MX, and AU) campaign that needed to be turned around in 2 week turnaround time.
SOLUTION & RESULTS:
- Worked closely with the client to create an edutainment approach to their TikTok content.
- Analyzed the top-performing content on their site and established an ambassadorship program with creators focusing on those specific subjects and topics.
- Helped gain the client’s trust by educating their legal team on TikTok’s FTC disclosures, guidelines, and best practices, ensuring them the submission of legally safe content and guaranteeing us faster approvals.
- Scheduled multiple external meetings a week (predominantly early on), with the client to keep them updated on our statuses, performances, and overall campaign, resulting in gained trust and comfort.
- Successfully delivered results that exceeded the client’s expectations, leading to an initial $375k incremental mid-flight, ultimately growing the budget to nearly $3M across various markets, and becoming one of the Viral Nation’s most trusted partners.
Live Examples
