In 2020 the audience of Z prefers to watch content in the Internet rather than on TV. The main task is to attract the Z audience to the ??? social network using unusual mechanics. 2020 is the year of Tiktok triumph. It produces trends and new music stars. And the brands produce more and more new challenges in it.

Russian brands use only the simplest mechanics in the TikTok: flashmobs and trends. ??? was the first russian brand that uses non-standard mechanics.

The first in Europe interactive series in TikTok is launched by TV CTC Channel to attract an audience of Z.

In 2020 the audience of Z prefers to watch content in the Internet rather than on TV. The main task is to attract the Z audience to the ??? social network using unusual mechanics. 2020 is the year of Tiktok triumph. It produces trends and new music stars. And the brands produce more and more new challenges in it.

Russian brands use only the simplest mechanics in the TikTok: flashmobs and trends. ??? was the first russian brand that uses non-standard mechanics.

We create a whole series worthy of the CTC channel! But we wanted to do it on the Tiktok territory and according to its rules. Interactive and featuring famous actors and bloggers!

To make the series look authentic for the TikTok audience, CTC shot it with the help of the TikTok production XO team, inviting popular Russian TikTockers as actors.

Therefore, the budget of the series was much less than any STS TV-format series.

Placement: Account CTC channel in TikTok

Timeline:

Idea - 07.2020

Production - 08.2020

Launch - 09.2020

What's the result? It exceeded all our expectations. The total reach was 168 million, over 15 million episode views on TikTok, over 85,000 user-generated UGC videos with the "Sorry Baby” track, as well as over 50 media mentions and thousands of comments "When will you continue?"