It’s quite an accomplishment for a branded TikTok to do so well that someone comments, “I want 100 more videos of this.” That’s what Kvell Collective achieved for Adobe, earning the shop Small Agency Best Use of TikTok, Gold.
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Kvell Collective wins Small Agency Best Use of TikTok, Gold
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The TikTok series helped a man with a van, a pet sitter and a local band—and reminded folks how to pick up after their dogs.
Credit:
Kvell Collective via TikTok
Adobe wanted to create a TikTok series that would build brand equity among Gen Z. Los Angeles-based Kvell hit upon the insight that creatives love before-and-afters centered around community efforts. The agency partnered with Max Kolomatsky, a Brooklyn-based graphic designer, to use Adobe’s design tools to revamp local ads around New York City. He started by giving new life to a sign for a man with a van.
The video was a success, with many viewers not realizing they were watching an ad, and even asking for more. One fan commented, “I need this to be a series.”
Kvell worked quickly and used TikTok’s “Reply With Video” feature to kick off part two of the series “Redesigning Signs in NYC.” Kolomatsky redid signs to pick up dog poop, a goth band looking for musicians and a local pet sitter.
The four-video series garnered 6.3 million organic views on TikTok, with an average of 1.56 million views per video, and an 11% engagement rate, which was 156% above benchmark.
