One of our main usage barriers in Colombia was that our community had the perception that not everyone could become a relevant creator by just being authentic, connecting with their audience and showing what made them unique. They thought that those spaces were reserved for people that are good looking, over produced, had edition knowledge and scripted content. And as our campaign hashtag was #DifferentTheSameAsYou, we wanted to do an activation that showed our community that TikTok was for everyone, that what matters to becoming a successful creator on the platform is how much you connect with your audience by being authentic and showing your passion. We took local creators (not celebrities but relevant, every day content creators) and gave them an opportunity to generate content in a new environment, a space different than where they are used to recording and giving them an opportunity to showcase all their creativity.

With this activation, we wanted to showcase the creativity and diversity of our local creators to generate relevant content in an environment that took them out of their comfort zone, where they would need to improvise and where they would have the opportunity to show what made them unique and authentic. We also wanted it to be an experience so different that had never been done by another brand in the country. Thus, we made a TikTok bus, a space where we would bring local creators from different content categories to record and generate content with the props, lights and screens that were on each of the sets inside of the moving bus and using only the editing tools that we have on TikTok.

For this activation we did as part of our brand campaign, our target audience was our community - users and creators - in Colombia. We wanted to connect with them and improve our perception of being an approachable, relatable and easy to use platform. We wanted to showcase that TikTok is for everyone and that what matters most is your authenticity, how you connect with your audience, but most of all your creativity to make content that people find useful and entertaining.

We wanted to have a brand experience that made a statement of uniqueness, that helped us shift the perception of being a platform where only celebrities and well known influencers could be relevant and to incentive content creation from our community in the different categories, while connecting with our local creators and strengthening our relationship with them.

We made a one of a kind bus, like our community. It was a passenger bus that instead of having seats inside, it had three shooting sets from different categories where you could record content and that changed from location to location, according to the type of creators that were going to participate in the experience. On the outside, it had screens that showed content from our platform from different categories. This TikTok bus traveled through Colombia for 15 days and stopped on the three main cities of the country (Bogotá, Medellín and Cali) where 3 creators from each city, with different backgrounds and that made content from various categories, had the opportunity to hop on the bus and make content inside while it traveled, using all the props, lights and screens that were inside to show their creativity, their talents and connect with their community by showing their authenticity.

- 31% of the total organic social conversation regarding the brand campaign was about the bus activation, the creators and how the community wanted to interact with both of them.

- After the bus experience was launched, the hashtag became a trending topic and the engagement from our community with the campaign (content creation with the hashtag) grew over 55%.

- People asked on social media and on TikTok where the bus was going to be because they wanted to take pictures with it and wanted to know how they could get on to record content.

- 98% positive sentiment regarding the creators that participated in the activity and the fact that they were local and not celebrities.