TikTok Shop has been live successfully in other markets. Brands, agencies, and e-commerce specialists/KOFs were excited for it to come to our market, but we knew it would also open the door to new criticism of the platform.
Conducted a pre-launch landscape + sentiment analysis and organised KOL briefings (2–3 weeks pre-launch) with academics, retail experts and consumer organisations to align on “what TikTok Shop is/isn’t”, key definitions and how it works. Planned this before journalist briefings, so experts were
prepared when media requested commentary on launch day. We followed coverage closely and focus was rapid clarification where needed.
We turned a product launch into an engaging moment with different groups of stakeholders, including brands, agencies, media and KOFs.
82 pieces of online, print, and social coverage, all with a neutral to positive tone of voice. Any negative articles included clarification or a response from TikTok.