How Microsoft achieved strategy-changing results with TikTok-first creative

Global technology company Microsoft recently found out how impactful platform-first content could be, thanks to TikTok Creative Challenge.

TikTok Creative Challenge provides high-performance and easy-to-use creative content, at scale, for performance-driven advertisers. By simply creating a creative challenge on the platform, advertisers can receive up to 30 ad creatives generated by creators and the videos are directly synchronized to their TikTok Ads Manager accounts for ad delivery.

Enabling the effortless roll-out of its first platform-led campaign, Creative Challenge ensured Microsoft received high-quality performance-driven assets with subsidized creator fees, meaning all investment went towards ad spend. With a turnaround time of 10-20 days and a seamless briefing process, the tech brand benefitted from authentic creator content that was purpose-made for TikTok.

With video benchmarks surpassed and KPIs achieved, Mino Zaccaro, Paid Media Manager at Microsoft, reflects on key learnings from the brand's experience.

What encouraged you to use TikTok Creative Challenge?

We were looking for a more consistent approach to content production and were encouraged by the 1:1 support and fully-subsidised creator content with the premium TTCC+ package*. It was a great opportunity to put this type of bespoke content to the test vs our generic approach to social assets.

What was the process like for briefing creators?

We'd already written a media brief so it took 10 minutes to copy this into the platform – it was super easy. We found the prompts really helpful, particularly questions like: What are some must-haves/must-avoids in the video? They allowed us to hone in on the story we wanted creators to tell and identify which product features they should highlight.

What should brands consider when successfully briefing creators?

Creators are really adaptable. With this package there are unlimited revisions, meaning you can reach out with edits directly via the platform and the creator will turn it around in a few days. Plus, this pool of creators have gone through specific training on how to respond to media briefs and create ads that deliver on KPIs, so we had barely any need for edits.

How many assets did you receive?

We received 20 assets and initially ran with a select 8 to showcase the right story at the right time – the holiday shopping season. Then, we were able to use the other 12 as always-on content in other quarters.

How did you use TikTok Creative Challenge to enhance your marketing mix?

As well as driving upper funnel awareness, the content also enhanced lower funnel metrics like clicks. This showed us that people were engaging with this content on a deeper level, trusting creators and subsequently taking action. It also proved that we can take a more direct response approach to TikTok content.

This campaign also enabled us to tap into better measurement techniques. We conducted a Brand Lift Study, and with the help of our TikTok account rep, developed a more robust ‘Test & Learn’ strategy so we can continue to get the most out of our media spend.

How has TikTok Creative Challenge changed your approach to creator content?

It has opened the gate for our teams to start thinking about creators as additional media. It’s been a game-changer to be able to easily receive bespoke content specifically crafted to help us achieve certain KPI’s. The content has exceeded our expectations – and benchmarks. Some Microsoft teams are now only using Creative Challenge content on TikTok.

Are you planning to use TikTok Creative Challenge again?

Absolutely, it has shown us that creators are here to stay and that they're the best way to connect with customers. Compared to the generic video assets we were producing, this gives our target audience original, authentic content that they can’t see anywhere else - that is the biggest takeaway.

Watch the full webinar to learn more about Microsoft's TTCC success story.

Reach out to your TikTok representative to get started with your first TikTok Creative Challenge.