Tik Tok Launch

Hoi An International School

As part of my role as Marketing Director at Hoi An International School I was tasked with launching our school on TikTok as a new social media channel.

Having no followers or live platform, we needed to launch with something attention grabbing that leveraged off existing trends. We used the trending Wes Anderson style reels to position our school as innovative and distinctly creative.

The production was ideated in-house by our marketing team, using a teacher and student as talent and we launched on the first week of school for the 2023-2024 academic year. As an internal marketing team, Hoi An International School is probably about as hands-on as it gets. With a Digital Content Specialist, Photographer, and myself as Marketing Director (all with backgrounds in producing and directing), we were able to communicate the ‘Wes Anderson’ style visual aesthetics and design fuelled by our passion for eye-catching quirk and humour.

Our team spent approximately $60 AUD on drone hire, and $100 on Facebook advertising and no advertising on TikTok. Within days, the video was viewed by over 200k people.

The crafty approach came across brilliantly and the overall metrics spoke for themselves, with increased followers on TikTok and Facebook, and enrolments gained by 30% post launch along with the Be Part of Our Story campaign.