Brand Positioning
TikTok
Created the case to rename musical.ly as Tik Tok, immediately positioning it as #1 downloaded social app on app stores.
Agency: Virtue Worldwide (Vice Media) | Role: Associate Strategy Director
In 2017, Tik Tok creator Bytedance acquired musical.ly as they planned entry into the U.S. market. Looking for experts on American youth culture, they came to Virtue. We developed a positioning that would help them stand out in today’s crowded social media environment.
The project involved workshops, consumer interviews, and competitive research that went on to inform a strategy leveraging the service’s unique authenticity and playfulness. We also recommended renaming as Tik Tok, instantly making it the world’s fastest-growing app.
See The Verge’s coverage of musical.ly’s renaming here.