For over a year, NDN Group Shanghai has worked tirelessly with AJ Hackett Macau, home to the world’s highest commercial bungy jump, and successfully established a strong presence on TikTok for the bungy operator, receiving up to 1.9 million exposures for one single campaign.
AJ Hackett Macau’s target audience is young people primarily from first- and second-tier cities in China and surrounding areas of Macau. It came to our attention that such target group was similar to the user portrait of TikTok.
TikTok, a subsidiary of Chinese tech firm ByteDance, is a social media app that allows users to record, edit, and share short, looping videos with musical overlays, sound and visual effects.
TikTok’s users from first- and second-tier cities made up over 50% of its users, with the number of users from third-tier cities expanding rapidly.
It was without a doubt that TikTok would make the perfect advertising channel for AJ Hackett Macau.
With all these in mind, we assisted AJ Hackett Macau in creating a TikTok account. From that point on, the operations were mainly divided into three parts: Daily operation, KOL promotion, and intelligent ads promotion.
Daily operation
As with any social media platforms, frequent updates are the key to attracting and keeping target audience. The supply of videos was never an issue as AJ Hackett had plenty of video materials. To make AJ Hackett’s videos stand out from those of its competitors, we added dramatic editing and soundtrack, and finally gave them a touch of the “TikTok style,” e.g. participating in interactive topics, taking advantage of hot topics, etc. As a result, not only did AJ Hackett achieve top search rankings in TikTok, it had attracted 5,000 fans and received 180,000 likes.
KOL promotion
In an effort to reach out to more potential target groups, we collaborated with two travel and extreme sports TikTok KOLs and brought the official promotional video #澳门塔蹦极 to a wider audience and received 1.9 million exposures, as well as more than 27,000 likes in the end.
Intelligent ads promotion
Thanks to its powerful recommendation algorithm which automatically distributes videos to adrenaline junkies that are interested in extreme sports or users that are physically nearby, TikTok managed to raise brand awareness and boost its fan base with a minimal budget.
In September last year, we created a video to promote AJ Hackett Macau’s Skywalk. In the video, titled One Day In Macau Tower, the audience gets to catch a glimpse of the romantic, entertaining and adventurous sides to Macau Tower.
The success of AJ Hackett Macau’s marketing efforts on TikTok was a result of years of experience and professionalism that all NDN Group clients deserve and enjoy. We would love to help bring your business to the next level. Give us a call and let our friendly staff work out how we can guide your business to success!
