TikTok launches local office

The video sharing platform makes local hires as it swings open the doors on its Australian operation

Video sharing platform, TikTok, has opened an Australian office with former Google and YouTube executive, Lee Hunter, heading up the local consumer business as GM and another Google alum, Brett Armstrong, taking the reins as GM for global business solutions in Australia.

The Chinese-backed platform, which is owned by ByteDance, specialises in short dance, lip sync and performance videos and has seen an uptick in use, particularly during the COVID-19-enforced lockdown. 

Hunter said he’s “excited to build on the outpouring of positive, diverse and creative content, lead its growing local team, and support our brilliant community of Australian users, creators and partners”.

Commenting on his appointment, Armstrong said the platform has got some fantastic campaigns underway. “With results exceeding expectations already, I’m really looking forward to growing our business offering from strength to strength locally," he said.

In announcing the launch of the local operation, TikTok also said it’s slated $3 million as a donation to the Peter Doherty Institute for Infection and Immunity, part of its global commitment to support pandemic relief.

When it comes to brands, Mini is the first automotive company to adopt TikTok, promoting its inaugural Mini Electric Hatch First Edition vehicle’s arrival on Australian shores with a 15-second video that allows viewers to click through to the Mini website to configure a car and put a refundable deposit down online.

TikTok’s recent Australian initiatives have includes the livestream series #HappyAtHome, #NatureAtHome, #HeapsGood and #LearnOnTikTok supporting creators' development. Viral content has featured people saving turtles, parkour on the streets of Brisbane and Scott Morrison press conference mash ups. Australian brands such as Optus, Suncorp and Milo have also taken to TikTok.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.


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