Objectives

GOMO, a local MVNO brand, aimed to make a grand entrance on TikTok, setting its sights on dethroning its competitor's established presence with Singaporean Gen Zs. But achieving TikTok supremacy with sustained interest and loyalty required a nuanced approach. Especially when the TikTok community values authenticity and engagement, the usual 'follow-to-win' tactics wouldn't cut it. Gomo knew it had to forge a genuine connection with its target audience of local Gen Zs.

Our gameplan? To spark a sense of FOMO among local Gen Zs, making GOMO on Tiktok an irresistible presence they had to engage with and 'follow' to not miss out.

Strategy and Execution

BUT FIRST, WE HAD TO CRACK THAT TIKTOK FYP CODE
We could not just sit back and wait for TikTok’s algorithm to work its magic, so we devised a week-on-week tactical blueprint to propel our content through the ranks of our audience's TikTok FYP (For your page). Securing a coveted spot on someone's FYP requires GOMO to be both strategic and resourceful, embarking on a three-pronged assault to conquer the MVNO space on Tiktok.

1. USING TRENDS TO BOOST OUR CHANCES ON THE FEED
   We identified prime content for stitching by meticulously digging into top TikTok trends, videos, sounds and hashtags that were already resonating with the TikTok community to leverage the original content’s momentum.
    
2. TAPPING INTO TIKTOK’s NATIVE TOOLS
   Constrained by budgets but not by creativity we opted for a native approach, unleashing the power of TikTok's native stitching feature. Stitching allowed GOMO to insert itself into trending conversations seamlessly, sparking immediate interest. The inherent connection with already popular videos provided stitches with a natural boost from TikTok's algorithm.
    
3. WINNING HEARTS WITH HUMOUR
   The last ingredient we needed for GOMO’s TikTok domination was the right creator to front our video stitches. Given the central role humour plays in TikTok culture—where humour is 1.4 times more likely to influence purchase decisions among TikTok users compared to other platforms — we found a creator who not only possessed an existing rapport with local Gen Z but also embodied the right wit and playful personality that resonated with GOMO's tongue-in-cheek branding.

GOMO’S TIKTOK FYP HIJACK
Over four weeks, the brand embarked on a real-time filming crusade. Armed with insights and agility, the production team filmed with an ear to the ground, ready to adapt and pivot based on real-time user engagement and trend trajectories. The content approach was to hijack these trending videos at pivotal moments with a smooth segue to GOMO’s filmed content and a simple yet compelling call to action: Follow GOMO on TikTok. 

We kicked things off with a bit of mystery, quietly dropping the first 10 videos on TikTok featuring the charismatic @cayydences. This unexpected appearance sparked curiosity across his vast network of followers. To add an extra layer of excitement, we teamed up with Mothership, a beloved local news source, who helped peel back the curtain on our campaign antics, further fueling audience curiosity and interaction. To sustain momentum we hacked fresh international and local buzzworthy content each week, designed not only to engage but to spark conversations and keep the audience coming back for more crazy ways we would hijack trending videos. By the end of 4 weeks, we had hijacked a total of 50 videos across various Gen Z passion points - making us absolutely unignorable.

From our hijack command centre, we monitored the battlefield of trends and engagement, optimizing our strategies in real-time to ensure GOMO remained the conqueror of the FYP.

Results

MISSION IGNITE FOMO FOR GOMO - ACCOMPLISHED!
The result was a masterful execution of a campaign that was as much about igniting that FOMO with Gen Zs as it was about showcasing the brand. GOMO didn't just make an entrance on TikTok; we dominated the FYPs with the flair that no one saw coming.

1) ACHIEVED FYP DOMINANCE
Through the release of 50 stitched videos, we won the attention of Gen Zs.
Results:
●  165% increase in Followers on Tiktok
●  Gaining more than 6x the followers that competitors had in a mere span of 4 WEEKS

2) GEN Z’s CAUGHT FEELS FOR GOMO
Through engagement and authenticity that reflected its cheeky brand personality, GOMO achieved lasting appeal with Gen Z on TikTok.
Results:
●  Over 1 million views hijacked
●  Est 2.4x higher avg engagement rates vs Competitors - GOMO reigned supreme in the MVNO space on TikTok

3) SHARED SO THEIR FRIENDS DON’T MISS OUT
By creating content that Gen Z was eager to share, we turned our audience into brand ambassadors, amplifying our message organically.
Results:
● 5.6x increase in avg shares per content from 20 to 112 compared to the previous months

Media