An ad blitz for TikTok becomes a Trojan horse on Snapchat.
To steal marketshare, TikTok used Snapchat against itself by buying ads on the platform. A lot of ads. They wanted to one-up their rivals by showing what was possible on TikTok with organic content. But, legally, they couldn’t use UGC. All the videos had to be original, but feel like UGC.
A five-day shoot. A four-week production. 150 unique pieces of content.
The creative team scripted 75 original scenarios. Improvisation on set coupled with remixes in the edit doubled the output. Shot entirely on iPhones, the videos blended seamlessly with the native content on the platform. Campaign covered the effort and it was named a Webby Honoree for “Best Mobile Advertising Campaign.”
