In this project, you will be creating a TikTok marketing campaign for one of the businesses listed in the

Appendix. Each business description will include a goal that will help structure the planning and

development of your campaign. Note that you will refine the campaign$$s goal using the S$.$M$.$A$.$R$.$T$.$ goal

principles discussed in the first chapter of this textbook. Once you have selected a business, you will

design, create, and optimize a TikTok marketing campaign based on the following guidelines. Your

project can be broken into three steps:

Step $1$: Research $(20$ marks$)$

First, use the description of your chosen business to do some research for your campaign. During this

step, you should create a S$.$M$.$A$.$R$.$T$.$ campaign goal based on the brief goal provided in the appendix, as

well as a buyer persona profile, as described in chapter one.

Step $2$: Development $(30$ marks$)$

In this step, create a TikTok account for your business and two TikTok videos designed to connect with

the buyer persona developed in Step $1.$ Both videos can make use of filters, effects, sounds, and existing

hashtags but should also work toward achieving the goal developed in Step $1.$

Step $3$: Optimization $(50$ marks$)$

Finally, post the videos you created. After at least $48$ hours, use TikTok analytics $($as described in

Chapter $5)$ to determine which of your videos has been most effective in achieving your campaign$$s goal.

Write a short report addressed to the owner of your chosen business explaining the results of your brief

campaign, outlining which video is performing best. Be sure to reference specific metrics in your report.

Your report, along with your campaign goal and buyer persona profile, should be compiled into a

single Word document and submitted to your instructor for grading.

Note for Teachers:

This project is designed for students to complete with the use of the TikTok app on their own

smartphones. If students do not have access to a smartphone, this project can be adapted by having

them write short descriptions of two pieces of social media content they would create to connect with

their target audience in Step $2.$ In this case, students would not be limited to TikTok but could consider

developing content for other channels. In Step $3,$ they could write a short report to a client explaining

why they want to develop the two pieces of content they described and explain how those pieces of

content would help them reach their goal.

As noted in the instructions, students should budget enough time to enable their content to be posted to

TikTok for at least $48$ hours. This is to allow their content to generate views and analytics data. If it is not

possible to give students $48$ hours, this final step can be adapted to have students simply write their

reports on why they think the content they developed would help their chosen business reach their goal.

SOCIAL MEDIA MARKETING

TIKTOK CAMPAIGN PROJECT

APPENDIX

FINAL PROJECT BUSINESSES Choose one of the following businesses to develop your final project. Note

that while each business has a goal, you may have to refine the goal of your chosen business using the

S$.$M$.$A$.$R$.$T$.$ principles discussed in this textbook.

Goal: This note organization start$-$up is looking

to build brand awareness with university

students.

Goal: This online sock retailer is looking to

promote its new line of athletic socks to people

across North America.

Goal: This yoga studio is looking to attract more

young people to participate in its online yoga

classes.

Goal: This non$-$profit organization wants to

educate young people about the benefits of

drinking water.

Goal: This true crime podcast is looking to

increase its listenership.

Goal: This home cleaning blog is looking to earn

more downloads for its new ebook Cleaning