The Solution

Phase 1 - Launch the TikTok Channel

We reached out to and gathered magicians on TikTok with varying follower sizes, ranging from micro-creators to mega-creators. This allowed us to maximise our allocated budget and create as much content for the ASUS ROG page as possible as well as populate the campaign hashtag. We wanted to garner as much hype in the days running up to launch as possible, so tasked the influencers with creating a mystery package tease video (showing off a package sent by ASUS ROG) and inviting viewers to check out the ASUS ROG page. This was followed up by a full unboxing video showing off the limited edition ASUS ROG deck of cards; created specifically for the campaign.

Phase 2 - Increase Engagement and Brand Awareness

This involved continuous liaising with the creators to upload a two-part content series, adhering to our pre-planned upload schedule. The creators would post a few card-related magic tricks to their own page over the month of July, with a strong CTA, telling viewers they can find out how to do the trick by visiting the ASUS ROG page and watching the “behind-the-scenes” video. The second behind the scenes post published on the ASUS ROG page as a tutorial, would generate more watch time and therefore TikTok would be more likely to push the videos to the TikTok For You Page (FYP), garnering greater overall views.

Phase 3 - Encourage and Grow UGC

In order to build hashtag views and gain views and followers for the ASUS ROG page, we asked the creators to encourage their viewers to recreate their trick, or post their own magic trick to the campaign hashtag #ROGDECK, to be entered into a contest to win a pack of the ASUS ROG deck of cards. We deliberately left the duet implementation open and encouraged the use of the hashtag in order to track UGC as one of our KPIs for the campaign.