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Nobody in the West knew what TikTok was, what it stood for or what it offered, least of all the 22 to 34 audience it wanted.
Somebody asserted the problem rather than a document recording it. Who said it, and whether they had a stake, is named below.
How we know
"at this point, nobody knew what TikTok was, what it stood for and what it could offer"
| Who says so | Socially Powerful, the agency that was hired. No trade press and no brand side confirmation exists. Read it |
|---|---|
| A second source | No independent coverage found. Search turned up only the agency's own case study page and its own listing pages, no trade press or brand-side confirmation. |
| What the agency was asked to do | Not published. The stated task was Western market launch across 15 territories, targeting the older 22 to 34 audience rather than the teenagers finding the app unaided. |
| How the agency was picked | Already a client, work handed to them |
| How that happened | Retained relationship from the Western launch, origin not published: The agency has been retained by TikTok since 2018. The brief was Western market launch: at the time TikTok had almost no awareness outside its home market and needed a social agency that could deliver in territories it did not know. |
| How long it took | Retained since 2018, so this is a standing account measured in years, not a campaign. No pitch or appointment date published. |
| Recorded as | TikTok (ByteDance) |
Every other case where nobody believed the brand itself →
The other case where a brand hired Socially Powerful →
← Every caseEvery case here carries the one link that proves it, and names who said it. Where that is the agency describing its own win, the card says so rather than hiding it. Cases where nobody ever documented a reason are not on this page at all. Brought to you by Influencer Advisory, your influencer marketing partner for supplement, health and beverage brands.