Recruitment campaign on TikTok for KBC Live
TikTok is probably not the first channel you think of for a recruitment campaign. We were therefore very pleased to receive the confidence from KBC Bank & Insurance to launch a recruitment campaign on TikTok to recruit new colleagues for the KBC Live customer care team. Moreover, it was the very first time that a Belgian bank launched a recruitment campaign via TikTok.
Why did we choose TikTok and not LinkedIn?
Match with the target audience
Our campaign targeted recent college graduates. 69% of TikTok users are 16-24 years old. Moreover, TikTok allows you to reach young people who are not active on other channels. Should we have chosen LinkedIn, we would have reached a smaller share of the targeted audience.
More reach for less media budget
It has not long been possible to advertise on TikTok in Belgium. So Buzzy was lucky enough to be one of the first agencies selected by the TikTok team to advertise on it. When not everyone can advertise on it yet, it automatically implies that there are a lot fewer ad campaigns running than on channels that are already established in that field, such as Instagram and YouTube. Fewer advertisers = less competition = lower costs. LinkedIn is anyway known as one of the more expensive platforms to advertise on, so as the other parameters also pointed towards TikTok, our choice was quickly made.
Channel of choice for a creative approach
Young people might expect working at a bank to be boring. The opposite is true for the dynamic KBC Live team, and we wanted to play this to the full in the campaign. And TikTok is precisely the channel that is known as a platform with a very high entertainment content. The advice the TikTok team gives to advertisers is not for nothing: ” Make TikToks, not Ads”. Therefore, if you want to score on TikTok, it is crucial to take into account the uniqueness of the channel and e.g. hook into an existing TikTok Challenge or, as we did, collaborate with a creator such as Joffrey Anane, aka @afrobelg, who understands like no other what appeals to a young audience.
Stronger together
That could easily be a So Buzzy choice because we don’t like the traditional agency-client relationship. We prefer to become part of the client’s team and this case was definitely teamwork! Therefore, a big thank you for the fine collaboration to the KBC Live Team, the KBC recruitment team, the KBC film studio, Creative Producer Coen Haver, Maxence, Nicolas from TikTok and, last but not least, the star of our campaign: Joffrey!
Would you like to advertise on TikTok?
Feel free to contact us without commitment to discuss the possibilities.