PROBLEM
Australians know TikTok as a platform for teen lip-syncing and dance trends, but they don’t know what they’re talking about.
TikTok is one of the largest learning platforms in the world, with #LearnOnTikTok content generating 350 billion views. No wonder Gen Z are more likely to say they’ve learned practical life skills from social media (74%) than from university (51%).
SOLUTION
‘Now You Know’ repositioned TikTok as the home of everything you never knew you needed to know.
From life hacks to astrophysics facts, from gardening tips to culinary tricks, the campaign celebrated all of the entertaining and enriching content found on TikTok.
Bursting with a diverse community of established and emerging Australian creators, TikTok taught the whole country how to safely capture a huntsman spider, how to make banana skin taste like bacon, and how to polish your houseplants with milk.