Class of 2024
The Class of 2024 presented to you by
Julius Winter
TikTok
Gavin Jewkes TikTok
Giulia Wutz TikTok
Mihaela Tsankova TikTok
Jack Rodriguez KFC
Jamie Bolton Fospha
Steve Lockwood TikTok
Kathrin Franssen TikTok
Ellinor Klier Havas Media
Trevor Johnson TikTok
Paulina Schumann charles & charlotte
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Sarah van den Eertwegh
TikTok
Claudia Fischer Whalar
Natalie Rois TikTok
Anna Ruben
TikTok
Nele Odzuk TikTok
Kolja Brosche LiveRamp
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Sahra Al-Dujaili TikTok
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Thank you for joining our TikTok Academy Live masterclasses at OMR. These masterclasses are a key part of our TikTok education platform, designed to upskill brand and agencies on everything TikTok.
We hope you now have a deeper understanding of the TikTok ad platform and key topics, from measurement and creative, through to full-funnel activations.
If you missed us in person or if you fancy a recap, you can find all of our masterclasses on demand in this 2024 yearbook.
Hear from subject matter experts, key industry figures, and brands and agencies that are already seeing success on the platform as we outline key insights and best practice recommendations to help you build successful TikTok campaigns.
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Table of Unlocking impact in the new era of entertainment Page: 8
Transforming creative ideas into big TikTok campaigns Page: 10
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Mastering full-funnel advertising to grow your business Page: 12
Uncovering TikTok’s impact on ROI: Measurement in 2024 and beyond Page: 14
Driving in-store conversions with the TikTok retail revolution Page: 16
Page: 18 Page: 20
Getting started on TikTok for small businesses
The TikTok Creator Game: Being always on and always in culture
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Unlocking impact in the new era of entertainment
Speakers
Trevor Johnson
Head of Marketing Global Business Solutions EU, TikTok
Kathrin Franssen
Head of Agency Partnerships
DACH, TikTok
Learning Objectives
Ellinor Klier
Head of Biddable Media, Havas Media Germany
Paulina Schumann Co-Founder charles & charlotte
People come to TikTok to be entertained, so where do brands fit in?
This masterclass prepares you to:
This masterclass includes a panel session with global communications agency Havas and social media firm charles & charlotte, who discuss how to implement a future-proof marketing strategy.
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3 Key Take-Aways
01 01 01
TikTok drives impact across the funnel:
TikTok plays a role at all stages of the purchase journey, so brands that activate solutions from awareness to conversion can more effectively unlock impactful entertainment.
02 02 02
Effective measurement principles lead to better outcomes:
Short-form video entertainment means traditional measurement practices aren’t sufficient for establishing the real source of advertising impact. It’s important to take a holistic measurement approach.
Watch the full Masterclass below:
03 03 03
Good creative works harder on TikTok:
Brands that put the audience first by providing real value through entertainment can supercharge their impact.
#1 Entertainment
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Transforming creative ideas into big TikTok campaigns
Speakers
Julius Winter
Executive Creative Consultant
DACH, TikTok
Learning Objectives
Discover the power of creativity on TikTok, and its impact on crafting engaging ad campaigns.
This masterclass prepares you to:
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3 Key Take-Aways
01 01 01
Start with an aligned approach:
Brainstorming, campaign architecture and content generation are all related!
02 02 02
Keep the user in mind:
Create natural-feeling TikTok content that’s authentic to the For You Page.
03 03 03
Think outside the box: Don’t be constrained by traditional ideas of advertising. Have fun creating, be experimental.
Want to get the lowdown on how to create for the platform?
We have you covered with our Creative Codes.
From creating attention-grabbing hooks to developing entertaining narratives, this guide will give you all the tools and techniques to craft effective ad creative.
Watch the full Masterclass below:
#2 Creative
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Mastering full-funnel advertising to grow your business
Speakers
Giulia Wutz
Brand Partnerships Lead Fashion & Luxury DACH, TikTok
Learning Objectives
Gavin Jewkes
Marketing Solutions Lead Retail & eCommerce EUI, TikTok
TikTok isn’t just about flash-in-the-pan viral trends, it’s a full-funnel marketing powerhouse. Discover how to unlock your brand’s full potential and drive meaningful business outcomes across every stage of the buyer’s journey.
This masterclass prepares you to:
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3 Key Take-Aways
01 01 01
TikTok plays a pivotal role at all stages of the purchase journey:
Activating across the full funnel enables brands to unlock their full potential.
02 02 02
Take a holistic approach to measurement:
Traditional measurement practices aren’t sufficient for establishing the real source of advertising impact.
03 03 03
Good creative works harder on TikTok:
Brands that create campaigns that resonate with communities can supercharge their impact.
Interested in learning more about the full-funnel approach? Explore our resources:
Watch the full Masterclass below:
#3 Full-funnel advertising
WARC Whitepaper Full Funnel Guide
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Uncovering TikTok’s impact on ROI: Measurement in 2024 and beyond
Speakers
Steve Lockwood
Head of Client Measurement
EUI & Global Gaming, TikTok
Jamie Bolton
VP Growth, Fospha
Learning Objectives
Mihaela Tsankova
Measurement Partner, Commerce DACH, TikTok
Jack Rodriguez
Marketing Manager Digital & Media Effectiveness, KFC
Most business leaders are probably familiar with Peter Drucker’s quote, “If you can’t measure it, you can’t manage it.” However, as today’s digital advertising landscape is constantly evolving, measuring marketing ROI is a very challenging task.
This masterclass prepares you to:
Want concrete examples?
In this masterclass, KFC will guide us through their measurement journey, which helped them to drive success across the funnel, and discuss the key learnings and results.
Looking for more inspiration?
Find out more about TikTok measurement solutions in our panel with marketing intelligence company Fospha.
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3 Key Take-Aways
Use Multi Touch Attribution:
Uncover the full value of TikTok campaigns by taking into consideration impression and click touchpoints
Enable CTA + VTA:
Make sure your attribution takes the value of a views into account, by capturing view-through attribution with expanded lookback window, and clicks with click-through attribution
Embrace outcome - based measurement:
Leverage a suite of trusted 1st party and 3rd party measurement solutions according to your business objectives
Want to learn more about measurement on TikTok? Check out our additional resources below.
Watch the full Masterclass below:
#4 Measurement
Blog Measurement guide Media Leader Podcast
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01 01 01 03 03 03 02 02 02
Driving in-store conversions with the TikTok retail revolution
Speakers
Sahra Al-Dujaili
Group Vertical Director Consumer Goods DACH, TikTok
Kolja Brosche
Country Manager Germany, LiveRamp
Learning Objectives
Nele Odzuck
Client Solutions Lead for Consumer Goods DACH, TikTok
Discover how TikTok transforms on-platform engagement into physical retail success, turning casual scrolling through the For You Page into real-word action.
This masterclass prepares you to:
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3 Key Take-Aways
01 01 01
Leverage consumer needs:
Craft valuable content that meets consumer needs, using the themes of connection, confidence and convenience to drive action.
02 02 02
Share offline events:
Establish robust data connections that allow you to share offline event data with TikTok to ensure the accuracy of conversion matching..
03 03 03
Watch the full Masterclass below:
Measure the impact:
Whether you’re a retailer or a supplier brand, there’s a measurement solution to help you demonstrate the impact of TikTok on in-store sales.
#5 Retail
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The TikTok Creator Game: Being always on and always in culture
Speakers
Sarah van den Eertwegh
Creative Product Strategist EUI, TikTok
Learning Objectives
Claudia Fischer
Managing Director DACH, Whalar
Join TikTok and Whalar to discover how TikTok creators can serve as valuable production partners for creating impactful content. Explore how creators empower brands to ride the waves of cultural trends, amplify their impact across marketing objectives and continue to build their business through ongoing relevance and engagement.
This masterclass prepares you to:
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3 Key Take-Aways
01 01 01
Creators are the new wave of creative directors:
Leveraging creator-led content in your media mix opens your brand’s door to new communities and provides you with a masterclass in authentic communication.
02 02 02
03 03 03
Never let them know your next move:
Think in expected (stay) and unexpected (play) communities to find the perfect match for your campaign and unlock growth for your brand!
Break silos and build bridges:
There isn’t one cultural agenda on TikTok. Creators can direct brands to the moments and communities that matter to them and keep them on-trend and in-culture.
Looking to start working with creators and need some help? Check out these resources to get started
Watch the full Masterclass below:
#6 Creators
TTCM TTCX
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Getting started on TikTok for small businesses
Speakers
Anna Ruben
Senior Account Manager
SMB DACH, TikTok
Learning Objectives
Natalie Rois
Agency Partner Lead
SMB DACH, TikTok
No matter how big or small your business, no matter what you’re making or selling, your brand can make it big on TikTok.
In this masterclass, you’ll learn the winning formula for:
Additionally, you’ll learn first-hand from the brands already seeing success on the platform.
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4 Key Take-Aways
01 01 01 03 03 03 04 04 04 02 02 02
TikTok is the platform of endless communities:
Everyone finds their target audience here.
Full-funnel strategies, when combined correctly, drive sales
The right measurement is crucial and future-oriented
Small and medium-sized businesses:
Creatives are crucial. Follow trends or seasonalities but remain authentic
Join us for a virtual onboarding webinar to kickstart your first campaign and reach more customers. Choose your date and sign up for free below or scan QR Code.
Register
Watch the full Masterclass below:
#7 SMB
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Ready to take your the next level?
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No matter where you are in your advertising journey, there is a TikTok solution for every business.
As you plan your next campaign, explore the TikTok Ads Manager or speak to your rep to find the right strategy for your brand.
We can’t wait to see you on TikTok! For more tips to supercharge your strategy, sign up for our Newsletter.
Or follow us on TikTok. @tiktokforbusinesseu
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