TikTok Academy Live Masterclasses at OMR 2024

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

Sarah van den Eertwegh

TikTok

Claudia Fischer Whalar

Natalie Rois TikTok

Anna Ruben

TikTok

Nele Odzuk TikTok

Kolja Brosche LiveRamp

Sahra Al-Dujaili TikTok

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.

Table of Unlocking impact in the new era of entertainment Page: 8

Transforming creative ideas into big TikTok campaigns Page: 10

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

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.

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.

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:

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:

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:

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:

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.

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:

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:

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.

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:

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:

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.

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:

Ready to take your the next level?

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

Class of 2024