Tribal Worldwide Instanbul | TikTok

Insight 
Although Turkey is one of the top three markets in TikTok’s EMEA region in terms of active users, the presence of 62 million social media users in the country indicated that the platform had even greater potential. However, realizing TikTok’s growth potential in Turkey faced two major challenges: the biases formed about the platform and users’ lack of awareness regarding its features.
Non-users perceived TikTok as a platform limited to dance and entertainment content and found no reason to use it. Meanwhile, some TikTok users were unaware of the app’s key features, preventing them from experiencing a personalized and safe experience, which hindered their effective use of the platform. Both biased non-users and users unaware of the platform’s features perceived the standard content they encountered as representative of the platform as a whole, keeping them from discovering a better TikTok experience.
Our research revealed that what attracts new users to the platform the most, both globally and in Turkey, is meaningful and useful content. Social listening outputs also revealed this key insight from the target audience: “Scrolling through social media clears my mind, but spending hours on meaningless content makes me feel guilty. At least let me learn something useful.”
Thus, we designed the campaign to focus on this need for meaningful content that justifies the time spent online, highlighting TikTok’s diverse and useful content, aiming to create a Fear of Missing Out (FOMO) among the audience.

Impact 
To grow the user base, which was the main objective of the campaign, two key targets needed to be achieved: perceptual and behavioral changes.
The campaign successfully shifted perception by correcting users’ biases and strengthening the brand’s image with a 5.1-point increase in the perception of TikTok as a “useful brand” and a 2.6-point increase in “meaningful brand.”
With the explanation of app features, user engagement metrics, such as the number of unique users utilizing the search feature, the number of pages searched, and the use of the “Not Interested” button, far exceeded the original targets, showcasing the campaign’s effectiveness in driving deeper interaction with the platform’s features.
Thanks to this success in perceptual and behavioral scores, the campaign also surpassed the main objective of growing the user base; daily new user sign-ups rose by 29.3%, and daily active users (DAU) grew by 6.97%.
All these successful outcomes in perceptual, behavioral, and business metrics positioned the TikTok Comes With Benefits campaign as the top global performer for that period, setting a new benchmark for growth in the EMEA region.