How Eckerö Line Sailed into the Hearts of the TikTok Community
Strategy:
We decided to approach the new channel with a pilot campaign to test content effectiveness and audience engagement. By distributing content as dark advertising, we aimed to discover if Eckerö Line could truly capture the hearts of the TikTok audience.
Young adults' decisions about cruise travel are often influenced by perceptions and recommendations from friends. We wanted to demonstrate that Eckerö understands the target audience's preferences and make
Eckerö Line a talking point. We realized that to attract young people, Eckerö Line needed to get them into the cruise spirit even before they stepped aboard.
Creative Idea:
It was time to let loose and rev up the marketing. TikTok's Most Dynamic Cruise Line was created by embracing playful silliness. The content featured the ship's charming cruise host and other staff members. We captured the target audience's attention by boldly immersing ourselves in TikTok culture and focusing on the entertainment value, dynamism, and quality of the videos.
The campaign's six short videos engagingly highlighted the ship's services, including the selection in the onboard shop, the delicious buffet offerings, and the cabin options. The entertaining and surprising content, along with the captivating performers, prompted the audience to actively like and comment on the dark ads and navigate from the platform to Eckerö Line's website. The successful campaign demonstrated that it was indeed time for Eckerö Line to establish its own TikTok account. Our collaboration with Eckerö Line continues with monthly content production for the new TikTok channel.
The results were exceptionally good, and we are pleased with how long the audience enjoyed and engaged with the branded content in the advertising. This experiment gives us direction and confidence for future endeavors. Fun, engaging, and channel-native content will continue to be an essential part of Eckerö Line's TikTok channel content.
