Page 25 - Adnews Magazine Sep-Oct 2020

HOLLIE LOWE • HEAD OF CUSTOMER SOLUTIONS
As head of customer solutions, I lead a group of talented individuals who work with key clients, agencies and SMBs. Our role is to drive education and empowerment of
TikTok products and platforms with our customers, ensuring smooth on-boarding, excellent results and long-term partnerships.
What joining TikTok means to you?
TikTok provides so much joy and positivity to our users and has become a place to
decompress for most during these challenging times. I am proud and inspired to be making this impact on
people’s daily lives, being able to connect brands
authentically to their
audiences, and working with such passionate individuals every day. I feel very lucky to be part of the TikTok family and our journey.
How would you describe the culture?
Our culture is one of camaraderie, community and collaboration, which is amazing when you consider that most of us have never met each other face-to- face due to COVID restrictions. Everyone is highly energetic, passionate, entrepreneurial and has a ‘win-as-one’ mindset. The culture is infectious and inspiring. Something I’m very proud of and feel lucky to be part of.
What does a typical day look
like for you?
It is ‘Always Day One’ at TikTok and
there is no typical day – this is a core TikTok value and one you will hear throughout the business. My focuses always include developing my team and peers, and working with our agencies/clients to ensure we deliver the best solutions, service and results. One thing that always remains the same for me each day is after shutting down my laptop, I decompress from my day’s work by hopping onto TikTok and into my For You feed, which is mostly full of animal and acoustic music videos.
What’s the best part or most challenging part of your role?
The best part of my role has to be the people – our incredible TikTok family and meeting new people at agencies or brands.
HAYLEY SPENCE • BRAND PARTNERSHIP MANAGER
I have the best role as I get to take clients and agencies through the world of TikTok and see their faces light up
at the platform content but also at
the insane engagement results they are seeing. I am now working with
top brands on big strategies that are helping them gain new audiences or reaching the same audience but in a different and more positive headspace.
Were there any misconceptions advertisers had about TikTok before joining the platform?
Many thought TikTok mainly consisted of teenage girls dancing and did not target the right demographic for their brand. Although there are videos that fall under that category, there is so much content that is for everyone of all ages and interests. Gen Z just got there first as young people do with any new cool platform. What is clear
is that clients who were not on TikTok
in my first meeting are now on TikTok and spending hours on it each week. They can see how diverse, joyful and powerfully immersive it is. For brands, that presents a huge opportunity. I have loved seeing the rise of #tiktokmums and #tiktokdads in the last six months.
Is there anything about TikTok you’ve learnt since joining that surprised you? I am extremely happy with how the workplace is as diverse and authentic as the platform. TikTok really supports equality and celebrates diversity across the board, and I am really encouraged to see a lot of senior positions around the world taken up by mothers.
Have big brands in Australia been quick enough to embrace TikTok? We have had tremendous success with big brands like Milo, Fanta, Apple, Nivea, V Energy, Menulog, Optus and Suncorp, to name a few. For many of
these campaigns, TikTok was at the epicenter of the wider media strategy that involved digital and above the
line activity. This is something I am seeing more often. One of my recent favourites is the Nissan Juke challenge which is performing exceptionally well and shows real innovation in what can be a traditional category. There’s a lot in the works coming up as things start returning to ‘normal’ so you will notice a big change from October onwards.
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