Colombia is one of the main markets in the region for a brand to conquer, which makes the competition landscape fierce. YouTube, Instagram, Facebook, Disney+ and Netflix have already established their roles as entertainment platforms and Kwai our main direct competitor was strong in the market sponsoring América Soccer Cup through a traditional partnership. TikTok's main objective was to stand out by improving our brand recall and perception as an entertainment platform and position itself as a point of reference on how to do new, unexpected entertainment partnerships that connected with different audiences and formats, that helped us improve our brand image of being the best entertainment platform while remaining true to our nature of driving culture through creativity, authenticity and extended experiences via livestreams inside the app.

With this partnership, our main target were males and females over 18 years old in Colombia that like sports, adventure, enjoy competition reality TV as a form of entertainment and get engaged with it, like to express themselves by using digital platforms and are constatly looking for new content to consume. While our core strategy was to bring exclusive content for the entertainment vertical, while bringing a TV reality show to TikTok (just as you see it on TV but exclusive for our platform and with our creators as contestants). We wanted to showcase that we can contribute with one another to reach their goals and bring new audiences to the different channels and that this kind of relevant partnership can contribute not only to improving our brand image and perception, but also to new user acquisition, media buzz, community engagement and awareness of product features like TikTok LIVE.

The season finale that aired on TV had our brand integrated throughout the episode but most importantly, on the final obstacle, we wanted to make the brand an active part of it. The obstacle the competitors had to conquer to win was a huge TikTok logo that was suspended in the air and they had to cross, making it look like an organic part of the show rather than a product placement.

For the second part of the partnership, the spin-off for TikTok, the TV production recorded and produced 3 exclusive episodes. Having the exact same experience of Desafio The Box on TikTok LIVE that the audience had on TV, just changing the contestants from athletes to local Top Creators to make it more engaging for TikTok, but it was vital for us, that it felt like a translation of the TV reality show to a TikTok LIVE platform screen.

- Desafio TV campaign reached 22% of the country's population (an estimated 11M+ people reached) and on social media, we reached 20.4M impressions.

- TV campaign overperformed by 20% on TRPs/GRPs vs target.

- DesafioEnTikTok was one of the best performing lives in LATAM history, with +333K viewers.

- Promoted search and key search metrics topped all search listings on the event days, including Top 5 search term "caracoltv" among all users during an event day.

- Our partner, Caracol TV, grew its fanbase by 705% in only 3 weeks: from 156K to 1.1M and they are already developing new exclusive project partnerships for us.

- TikTok showed stronger brand recognition (56%) and improved brand association with entertainment.