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Thursday, October 5, 2023

TikTok and Publicis Groupe comes together to help brands create impactful commerce campaigns

With the objective of helping brands tap into shopping trends as they emerge on the platform and create innovative and impactful campaigns, TikTok has joined hands with Publicis Groupe. This is the first time the video-sharing platform partners with a global agency group to bring the power of commerce and education to brands and marketers. The initiative aims to reshape shopping culture and the concept of product discovery by blending together community, entertainment, and shopping on TikTok.

Publicis will act as TikTok’s founding commerce agency partner, where brands will benefit from unique learning opportunities, insights, and strategic counsel centered around driving product discovery and purchase intent on the platform. The partnership will also provide Publicis clients with the ability to test TikTok’s new commerce products, capabilities, and creative solutions.

As brands seek more opportunities to engage with communities ahead of the holiday shopping season, Publicis will offer its clients access to TikTok’s first-ever “Community Commerce Sprint”, an incubator program that will guide brands in creating impactful commerce campaigns, specifically for TikTok. The program will extend over multiple weeks, and during this period, participants will receive access to cross-functional support and coaching on Community Commerce’s best practices from dedicated teams at TikTok.

The participation of Publicis and its clients is important to dealing with data-driven insights and best practices, in the constantly changing shopping experience found on TikTok. WARC research will also be supporting the program and looking for best practices to apply to their future commerce strategies.

Speaking about the strategic tie-up, Helen Lin, Chief Digital Officer at Publicis Groupe “TikTok charged into the world of entertainment virtually overnight, but its role in evolving consumer shopping patterns, and creating instant groundswell, is what caught our attention. Incredible opportunities exist at the intersection of content and commerce, especially when endorsed with a sense of community and authenticity that grows organically on TikTok.”


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