TikTok as a tool for building brand awareness : TikTok marketing plan for shape savages

This thesis was commissioned by Suomen Nettikauppa SNK Oy. The Finnish E-commerce company recently made it their main focus to grow their own brands and needed a TikTok marketing plan to help build awareness for their fitness brand Shape Savages. This had previously been attempted on various other online platforms, but commissioner believed incorporating the new application TikTok could bring them better results. As marketing on TikTok is still in its infancy, the platform was studied on a fundamental level from emerging brands’ perspective. Additional viewpoints were the fitness field and influencer marketing. The author conducted qualitative research in the form of observing, benchmarking, and expert interviewing. Data collection was exploratory in nature and supported by versatile online sources to gain as much new data as possible. Theoretical framework divided learning outcomes into four different functions: creating meaningful content, maximizing exposure, increasing engagement, and encouraging conversion, and the author gathered tools to help boost each of these processes. Research suggested that influencer marketing is likely the most efficient approach to TikTok marketing, with brand generated content and paid ads as helpful reinforcement. The thesis found that TikTok is an exceptional social media platform with undeniable marketing potential and powerful opportunities for brand growth. The author created an exemplary plan of action for Shape Savages to utilize in their TikTok marketing, offering fundamental directions that allow for adaptation. The research was successful, achieved its objectives and answered the main research questions. Widespread understating was gathered of the current state of TikTok marketing, and further research is recommended as the fast-growing platform develops