Page 24 - Adnews Magazine Sep-Oct 2020

Meet the Team
DANIEL KLUG • CREATIVE STRATEGIST
I’m a creative strategist at TikTok Australia. That means (when I’m not eyeball deep
in the For You feed) I’m lucky enough to work with the best brands and agencies in the country, helping them craft creative ideas and strategies for advertising on the platform.
How would you describe the creativity on TikTok compared to other social media platforms?
TikTok isn’t just a platform for brands to speak to consumers, but to speak with them – to interact with them on a creative level, to encourage their
audience to speak up, and to subsequently amplify those voices. Compared to other platforms, TikTok is more than just collaborative; it’s creatively inclusive.
Are there any brand categories you’d like to see take more creative risks on TikTok? TikTok is green pastures for
all verticals right now, from
a creative perspective. It’s such a fresh platform that there are opportunities for all brands, regardless of category or country, to lead the way internationally. What an exciting opportunity for
Australian brands and agencies to develop global firsts.
What’s been one of your favorite campaigns on
TikTok so far?
Queensland Ballet ran a hashtag challenge recently that remixed a song from The Nutcracker, targeting current and past ballet dancers, as well as the wider Aussie TikTok audience. It was a brilliant, engaging concept, that was truly sound/music- first – as all good TikTok campaigns should be. As a Queenslander, it’s definitely up there with my favourites.
ELISA KELSALL • HEAD OF PARTNERSHIPS
As head of partnerships, I am responsible for leading our team of passionate brand partner managers who work with advertisers and agencies to inspire creativity in their marketing messages and to drive incredible results with their audience.
What attracted you to TikTok?
Being part of something
as exciting as the juggernaut that is TikTok. I was also keen to join the team during the start-up phase, and be part of a community that is so passionate about our platform was also hugely appealing.
What are your top priorities/ goals for 2020?
Building and growing our team is the number one priority
for 2020. I’m also focused on bedding down our new vertical aligned structure and ensuring partnerships managers have
the industry knowledge to
bring value to our advertisers
in regards to how our products can create cut-through and reach audiences. We have already
had a number of incredible campaigns launch with brands such as Menulog, Nissan and Nivea, and as we speed towards the end of the year, the team are already working with a lot of great advertising partners
on more exciting hashtag challenges, plus the launch of branded effects into our market.
What’s the biggest challenge
in your role?
Our users know we have something very special on
our platform, and the exciting challenge which lies ahead for the partnerships team is to help our advertisers discover that joy also. We can’t wait for even more brands to experience the incredible creative canvas
we provide and to find new and innovative ways to engage with our unique audience, whilst driving results.