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Making Every Second Count

TikTok Making Every Second Count 

Highly popular, 15-second video app TikTok has shaken up social media. In just two years, it has become a globalcultural force that rivals Netflix, YouTube, Snapchat and Facebook with more than 1 billion downloads in 150 global markets and 75 languages.  

TikTok turned to Allison+Partners to raise positive awareness in Singapore and manage the brand’s network of agencies in Southeast Asia and India. This included spearheading large-scale brand-building efforts, growing positive public awareness and leading regional campaigns and events. 

We leveraged both primary and secondary research to identify key regional trends on content consumption preferences, then developed a strategic program to showcase TikTok’s growing appeal as a platform that defines today’s culture and empowers expression and engagement through innovative features and cutting-edge content algorithms.  

First, Allison+Partners set up a strong foundation for TikTok with regional media. We led a series of comprehensive newsroom workshops with journalists and editors to educate them about the platform’s tremendous ability to engage new audiences and its commitment to digital well-being, then offered a call to action to set up an account on TikTok to amplify their existing readership. 


We launched a regional profiling initiative for TikTok’s rising creators. We created a bank of profiles by identifying, prospecting and interviewing a variety of creator profiles, including filmmakers, language academy, dancers, singers and foodies. 

We led publicity efforts for TikTok’s exciting brand partnerships across the region, spotlighting engaging hashtag challenges and campaigns with Samsung, National Youth Council, Zalora, Taobao, Earth Hour and more.  

We also hosted large-scale regional PR events for TikTok, including a press junket for its first SEA Creators and Content Marketing Conference and first region-wide talent competition to discover and incubate the next social media sensation, tapping on a star-studded line-up of regional celebrities to publicize the campaign.  


The Results: 

  • To date, we have helped secure more than 200 positive articles in Singapore, including multiple full-page features on mainstream broadsheets. Our regional campaigns led to over 8,000 positive articles in Southeast Asia, more than half of which are Tier-1 media.  
  • Since 2019, there have been about 1.5 million installations of TikTok in Singapore and total unique installations in Southeast Asia has reached an estimated 190 million.  

With our communications efforts serving as the bedrock for TikTok’s rise, its dominance and impact on popular culture are here to stay.