Ogilvy Public Relations Singapore marked a significant milestone with the launch of the regional Asia hub for TK. Labs at the What The Tok! Conference, held on August 24, 2023. Attended by more than 70 guests, the event brought together industry leaders and innovators to explore the boundless potential of TikTok.
The conference unveiled TK. Labs, a market-first initiative that aims to revolutionise creative
development, influencer marketing, commerce, and media execution in the dynamic realm of
TikTok. Anchored by a profound understanding of relevance as the new cultural currency, TK
Labs is the driving force behind Ogilvy Singapore’s weekly engagement with TikTok, an
exclusive distinction that solidifies the agency’s position as a torchbearer of innovative
engagement strategies.
The regional TK. Lab hub based in Singapore marks the seventh hub launch for TK. Labs
across Ogilvy’s global network.
“TK. Labs by Ogilvy represents our dedication to innovation and our commitment to redefining
the creative landscape in SEA/Asia through the TikTok platform,” remarked Anggie Aprillia,
Director of Content at Ogilvy Singapore. “The What The Tok! Conference showcased our
unique relationship with TikTok, underlining our agency’s vision of pushing boundaries and
setting new industry benchmarks as we affirm our position as leaders in shaping the future of
creative engagement in the digital age .”
Key takeaways from the What The Tok! Conference included:
> The importance of Shoppertainment; content-driven commerce that seeks to entertain
and educate first. It combines content and community to create highly immersive
shopping experiences
> The true value of partnering with content creators for the longer term. It presents an
opportunity to shape the future of categories and communities for brands to come out
ahead of competitors
> Recognising the value of being on trend vs jumping on what’s trending now. Examine
the behavioural shifts behind these trends to unlock new knowledge and opportunities
for how to be on trend or even ahead of trends in the mid and long-term
> TikTok and Sound are an inseparable couple. About 9 in 10 TikTok uses say sound is vital
to the TikTok experience, with TikTok sound-on campaigns being 2.2 times more
effective at increasing brand awareness than competitors’ ads without sound
Emily Poon, President of Ogilvy PR in Asia, commented saying: “Our partnership with TikTok
enables us to create content that seamlessly integrates into people’s lives, adding value and
resonance. This collaboration reinforces our commitment to crafting compelling culture-first,
social-by-design campaigns that resonate deeply with audiences, building on our strength as
the leading creative communications, social and influencer agency in the region.”
TK. Labs provided a comprehensive overview of its impactful partnership with TikTok, revealing
remarkable statistics that underscore its reach and influence across Southeast Asia.
Ogilvy was the most awarded agency at the 2023 Influencer Marketing Awards for the fifth
consecutive year, taking home a total of 23 awards on the night. Our teams in Asia Pacific
contributed 5 of those accolades, with 2 Gold, 1 Silver and 2 Bronze awards in categories
spanning across Fashion & Beauty, Food & Drink, Health & Fitness, and Influencer Partnership.
