TikTok and Publicis are joining forces to offer brands access to exclusive research and a bespoke incubator program.
TikTok has announced a new global partnership with Publicis Groupe to help brands tap into shopping trends as they emerge on the platform.
This is the first time the video-sharing platform partners with a global agency group to bring the power of commerce and education to brands and marketers.
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Publicis will act as TikTok’s founding commerce agency partner, where brands will benefit from unique learning opportunities, insights, and strategic counsel centered around driving product discovery and purchase intent on the platform.
The partnership will also provide Publicis clients with the ability to test TikTok’s new commerce products, capabilities, and creative solutions.
The initiative aims to reshape shopping culture and the concept of product discovery by blending together community, entertainment, and shopping on TikTok.
As brands seek more opportunities to engage with communities ahead of the holiday shopping season, Publicis will offer its clients access to TikTok’s first-ever “Community Commerce Sprint”, an incubator program that will guide brands in creating impactful commerce campaigns, specifically for TikTok.
The program will extend over multiple weeks, and during this period, participants will receive access to cross-functional support and coaching on Community Commerce’s best practices from dedicated teams at TikTok.
The participation of Publicis and its clients is important to dealing with data-driven insights and best practices, in the constantly changing shopping experience found on TikTok. WARC research will also be supporting the program and looking for best practices to apply to their future commerce strategies.
“TikTok charged into the world of entertainment virtually overnight, but its role in evolving consumer shopping patterns, and creating instant groundswell, is what caught our attention,” explains Helen Lin, Chief Digital Officer at Publicis Groupe. “Incredible opportunities exist at the intersection of content and commerce, especially when endorsed with a sense of community and authenticity that grows organically on TikTok.”
An example of how the TikTok community has already reshaped the way people discover new products and shop is the #TikTokMadeMeBuyIt hashtag, which highlights crowd-discovered products on the platform. The hashtag has, so far, generated over 3.8B views.
“As we’ve seen time and time again, the TikTok community has an incomparable ability to make products go viral – and sell out – almost instantaneously,” explains Khartoon Weiss, Head of Global Agency and Accounts, TikTok.
“By partnering with a global force in commerce and media like Publicis Groupe, we’re co-creating resources for brands that will help them better understand and take advantage of the incredible momentum around commerce that’s been building on TikTok.”