Forewords

Welcome to a unique challenge that combines the art of video production with the science of performance marketing, all within the vibrant landscape of TikTok. Your task is to create a TikTok ad for a cleaning company, a project that demands creative flair and a deep understanding of performance marketing principles. As you craft this ad, consider how each element—from storytelling to visual appeal—can drive measurable success and engagement on TikTok. This assignment is your canvas to demonstrate how well you can integrate marketing insights into compelling video content, setting the stage for an insightful discussion on your approach and its potential impact.

This assignment is challenging. We expect you to push the boundaries. We want you to show us you can learn fast. If you are not already familiar with performance marketing, we recommend you consider the following resources:

Tiktok Business eLearning: 
https://ads.tiktok.com/business/learn/course/list

About the Marketing funnel: 
https://sproutsocial.com/glossary/marketing-funnel

Shook's blog: 
https://www.shook.digital/insights-hub

News about Social Media Marketing: 
https://www.insiderintelligence.com/topics/topic/social-media/

Attribution models by Factor.ai:
https://www.linkedin.com/pulse/top-7-types-attribution-models-you-try-2023-factors-ai/

Context

The client is an on-demand cleaning service that offers a convenient and efficient way for customers to clean their homes. The target audience for this digital home cleaning app is primarily urban, tech-savvy, and aged 25-40 living in the US. The app aims to cater to busy professionals and young families who are looking for convenient and affordable ways to keep their homes clean and tidy. 

Objective: The TikTok ad campaign aims to drive app installs. 

Important: This is a tactical UGC ad campaign. Not an influencer campaign, not a brand awareness campaign, not organic content. We're sitting right there, at the bottom of the funnel and we are looking to drive conversions.
The number one KPI is App Installs. 

The campaign should focus on highlighting the app's unique features, benefits, and ease of use to potential customers.

Overall, the ads should emphasize the app's ability to simplify and streamline the home cleaning process, ease of ordering the service, while also appealing to the target audience's desire for convenience, affordability, and quality service.

Main benefits:

🕊 Freedom to order as you wish. From us you can order safely and quickly online or via phone. Choose the right way for you.

📱 Everything in app. Manage your cleanings on the go. Stay on top of your cleaning schedule, provide cleaning instructions, and reschedule if needed.

⭐️ Always a professional cleaner. All of our superhero cleaners participate in comprehensive training days during their first weeks.

🌍 Environmentally friendly. Your cleaning is a sustainable investment: we use cradle-to-cradle certified ecological detergents, durable cleaning clothes, work clothes made from recycled cotton and use public transportation for 93 % of our cleaning commutes.

If something is not clear, please make some assumptions and communicate your assumptions. You can ask questions but we would like to see you take initiative.

Assignment

1. Come up with two best fitting alternative AD video concepts / ideas for TikTok. Please justify your ideas.
2. Conduct Audience research. How would you approach it?
3. Come up with an Ad script for one of your creative ideas. You will receive an invitation to the Shook platform. Create a project and start building it. Come up with different hooks for your idea. Different bodies. And at least one CTA.
4. Find 3-4 TikTok creators for this brand & idea. Explain how you found them and how you would contact them.
5. Time to execute. Film & Edit one creative idea. If you use an external party, Shook will not compensate for the cost. Be crafty. Be creative.

Completing the assignment

Once you have produced your video, make sure they are uploaded in the Shook platform.

Feel free to include some details about your production if you feel it is relevant.

We will be grading the execution of your work. And we will look at your production details in the Shook platform.

After grading the videos, we will come back to you and potentially invite you for the next step.

Presenting the videos

Next, you will present your video to the client. 2 Shookies will play the role of the client and will give their feedback on the work presented. They will ask you various questions about your process, and you will be expected to answer as if it were a genuine interaction with a client.

Multiple aspects will be evaluated.

• Your overall presentation skills
• Your soft skills when dealing with a customer
• Your understanding of performance marketing
• Your capacity to take feedback and how you react to it
• Your technical proficiency and AI literacy
• Your problem-solving capabilities
• Your time management skills
• Your stakeholder management skills
• Your general behavior

We want this exercise to be comprehensive and to give you a real glimpse into the job.