Brand Tracker

Welcome to the automated Brand Tracker diaries.

Australia

Creative Minds: Meet the Aussie creative director whose muse is an algorithm of weird

Campaign: Plot Twisties

Source: https://www.campaignasia.com/article/creative-minds-miles-jackson/4zaq7tj6n5pb5zqmz91x9kkcmt

Goal: Reconnect the brand with Gen Zs

Media: TikTok

Summary: The article discusses the creative journey of Miles Jackson at VaynerMedia in Australia, particularly focusing on the campaign 'Plot Twisties' for the brand Twisties. The campaign aimed to engage Gen Z through a TikTok-led platform that emphasized cultural relevance and unexpected brand collaborations, achieving notable success in brand perception and sales.

United Arab Emirates

Ikea and Duolingo Unveil the Secrets of Pronouncing Swedish Products and International Luxury Brands

Brand: IKEA

Campaign: The Swedish Test

Source: https://brand-news.it/brand/casa/arredamento/ikea-e-duolingo-svelano-i-segreti-della-pronuncia-di-prodotti-svedesi-e-dei-marchi-di-lusso-internazionali/

Goal: Engage users by challenging their pronunciation of Ikea products

Media: TikTok

Summary: Al-Futtaim, managing the Swedish retailer in the UAE, launched 'The Swedish Test' campaign with Ogilvy Amsterdam on TikTok to challenge users' pronunciation of Ikea products and teach them some Swedish words. The campaign aims to engage users for longer durations and addresses the notoriously difficult-to-pronounce names of Ikea products, building on previous promotional efforts to dissect these names.

IKEA Ogilvy pronunciation challenge TikTok

Global

NFL Expands TikTok Playbook With Renewed Deal

Brand: NFL

Campaign: Expanded Partnership with TikTok

Source: https://www.adweek.com/convergent-tv/nfl-expands-tiktok-playbook-with-renewed-deal/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=6

Goal: Enhance NFL's presence on TikTok

Media: TikTok

Summary: The NFL has announced an expanded multi-year partnership with TikTok ahead of the 2026 season. This collaboration includes creating NFL hubs and experiences on TikTok, continuing its presence on the TikTok ad platform, and launching a dedicated fan hub through TikTok's Pro Events to engage users with trending videos and benefits.

NFL partnership social media TikTok

Global

How TikTok Is Building the Future of Agentic AI for Advertising

Brand: TikTok

Campaign: TikTok Agentic Hub

Source: https://www.adweek.com/sponsored/how-tiktok-is-building-the-future-of-agentic-ai-for-advertising/

Goal: To integrate AI into advertising solutions that help marketers streamline workflows.

Claim: AI that connects creative, media, measurement, CRM, and commerce.

Media: TikTok Ads

Summary: TikTok is launching the Agentic Hub, an ecosystem that allows partners to build AI-powered advertising solutions that connect various marketing tools, aiming to improve efficiency for marketers by reducing the need for switching between disconnected systems.

AI in advertising marketing technology TikTok

Finland

Verkkokauppa’s TikTok Currency Wins Silver Lion at Cannes

Brand: Verkkokauppa.com

Campaign: TikTok Currency – Viral Payback

Source: https://www.markkinointiuutiset.fi/artikkelit/verkkokaupan-tiktok-currencylle-hopeinen-leijona-cannesista

Goal: Increase engagement and sales through TikTok

Media: TikTok

Summary: Verkkokauppa.com’s TikTok Currency – Viral Payback campaign has won a silver lion at the Cannes Lions festival in the Media category for Innovative Use of Influencer/Creators. In the campaign designed by NoA Bob the Robot, users could purchase products from Verkkokauppa.com through TikTok video views. The campaign has also received multiple awards previously, including at The One Show and the Grand One competition. As competition for attention decreases, the right solutions stand out, which is supported by the strategic client team.

awards Cannes Lions influencer marketing TikTok