TikTok partnered with Fuse to grow its college student engagement
TikTok sought to grow awareness, relevance and acquisition of college students. Fuse collaborated with TikTok to develop an integrated strategy of brand ambassadors and campus activations.
Fuse hired 400 campus reps to promote TikTok on campuses across the country. Reps activated on social media and events to showcase what they love about TikTok. They also brought fun and spontaneous moments to college students by way of campus club partnerships. In addition, Fuse executed over 40 pop-up food truck events to bring unexpected, free munchies to students during mid-terms. Fuse also worked with TikTok to integrate ambassadors into the FYGU Music + Tech Festival and the TikTok for Good scholarships for historically black colleges and universities.
The TikTok Campus Rep program resulted in 200 million consumer engagements. Reps were responsible for thousands of social posts featuring TikTok videos about live campus events. Awareness of TikTok more than doubled the anticipated metrics.