TikTok #CARNAVALTIKTOK

MG Influencer.

MG Media.

MG Studio.

MG Platform.

MG Sprint.

Launching TikTok in Brazil at an iconic cultural event.

In partnership with the global TikTok team, we introduced TikTok to a new market by tapping into the creative energy of Ivete Sangalo (Brazil’s most beloved singer) and one of Brazil’s biggest cultural events, Carnaval Salvador. This was a hugely impactful campaign, spanning IRL, media and influencer activations to drive installs, UGC and brand awareness at scale.

Under the Brazilian sun and samba drums, we devised and deployed a multi-pronged strategy that ensured every participant left Carnaval knowing exactly what TikTok was about.

In collaboration with Ivete Sangalo, Brazil’s favourite Axé singer, Mega influencers created digital and IRL buzz around a dedicated content creation pop-up, a VIP area at the Carnaval’s hottest event and on the party circuit, spreading t-shirts, joy and exclusive offers to incentivise app downloads. The TikTok logo shone bright at crucial moments on media as diverse as billboards and balloons – visible well beyond the Carnaval’s borders.

This culturally immersive campaign proved that, when it comes to having fun and expressing oneself, TikTok is the ultimate platform.

The Carnaval experience created targeted connections with users and generated awareness for TikTok through combining offline and online interactions that drove installs, UGC and retention through the roof. Thousands of people created videos on TikTok at the popular street parade “Trio Elétrico” dancing to a dedicated soundtrack from Ivete white she performed on our TikTok carnival float. And over 16.5K Trio Elétrico attendees wore abadás including TikTok’s logo daily throughout the Carnaval.