Reaching new audiences and ripping up the playbook of social media – from the roots.

Issue
As of January 2022, TikTok had 1 billion monthly users. Its powerful marketing influence is changing the way we consume social media at an unprecedented rate. Cue, the exciting idea of opening our very own account to reach wider audiences like Millennials and Generation Z – TikTok’s biggest advocates. As ambassadors for diversity and inclusion, we also want to challenge oh-so-perfect perceptions of reality that other social media platforms can sometimes distort. We champion self-assurance and know that TikTok is the best platform for voices of all nature to be heard.

Insight
TikTok’s content-first approach means that anybody can become a digital entertainer overnight. Regardless of where they live, their ethnicity, gender, sexual orientation or body shape. The app’s ‘For You’ functionality opens a world of diverse content creators. Where former social pioneers could narrow content discovery extensively, the beauty of TikTok is that it spotlights diversity and inclusivity in a way that has never happened on social media before. TikTok also promotes honest expression and emotions – often through humour – resonating deep in the hearts and minds of users.

Idea
TikTok was a no-brainer for us. We had to join the party. So, we decided to partner with The Social Shepherd, to be loud, heard and social on TikTok. We opened a window to who we are, behind the brand, sharing our funny and authentic selves for the world to see and follow. Empowering audiences to piece together the puzzle of our human identity and develop personal connections with us along the way. 

Always a crowd-pleaser and one that warms us with pride, we love sharing staff stories that go on behind-the-scenes at our hotels. Their talent and creativity have made them brand ambassadors – whilst also elevating difference.

Impact
In one month, we hit a whopping 239k video views and 16.2k engagements. We received healthy account growth, gaining 2.5k followers organically.  

We’re ever so proud to join the TikTok movement – the space where difference is heard, embraced and given power.