TikTok Shop

The challenge

TikTok Shop approached us with a clear vision: to create an event that helped amplify their brand and educate their audience on effectively selling on their platform while ensuring brand protection. This event was part of TikTok Shop’s inaugural series of events, marking a significant step in their strategic rollout for the year. The International Trademark Association (INTA) conference, known for drawing a large crowd of corporate attorneys from around the globe, provided the perfect backdrop for TikTok Shop’s objectives. They aimed to use this platform not only to amplify TikTok Shop but also to educate brands, content creators, and users on how to buy and sell on TikTok Shop.

The solution

Faced with a tight production timeline of only 4 1⁄2 weeks, TikTok Shop sought an agency with the expertise and local connections necessary to deliver a high-quality event efficiently. Leveraging our deep knowledge of the Atlanta vendor landscape, we quickly mobilised our team to manage every aspect of the event production. From venue sourcing to creative execution, we ensured that every detail was meticulously planned and aligned with TikTok Shop’s vision for their event.

Our team took on the full production of the TikTok Shop Brand Protection Reception at INTA 2024. We sourced everything needed for the event, including creative talent and content. While TikTok Shop provided its logos, our graphic design team expanded on these assets to develop comprehensive event branding. This included custom-designed walls that visually conveyed TikTok Shop’s brand protection message. We curated a seamless blend of aesthetics and functionality to create an engaging and immersive experience for attendees.

One of the key challenges was adhering to tight production deadlines with a set budget, but through creativity and resourcefulness, the event was experiential and engaging in true TikTok Shop style. This involved creating exciting swag, interactive activations, and playful touches, such as painting children’s toys to match the event branding. Our innovative approach allowed us to maximise the impact of every dollar spent, delivering an event that not only met but exceeded TikTok Shop’s expectations.

The result

The event provided TikTok Shop with a unique opportunity to connect directly with brands and their legal teams, fostering an important dialogue on brand and intellectual property rights protection. The alignment between the conference’s focus and TikTok Shop’s objectives made it an ideal setting for achieving thought leadership and educational goals. 

The event successfully met its objectives by bringing together a niche community focused on brand protection. Despite the tight production timeline, the event looked fabulous and ran smoothly, thanks to our knowledgeable and efficient local team. Attendees appreciated the meticulous attention to detail, from the branded ice cubes in cocktails to the well-executed swag distribution. Guests were impressed by the creative elements of the swag store, the inclusion of all of TikTok shops branding elements and the energy in the venue created by the band, with one guest claiming he had attended INTA for the past 8 years and this was the best reception that had been hosted!

Although the event was not primarily ROI-focused, it met its goals for attendance with a curated guest list, emphasising the importance of face-to-face interactions within the community. The conference set the tone for further business development activities throughout the week, aligning perfectly with TikTok Shop’s objectives. This community-focused approach provided significant value both for TikTok Shop and the attendees, proving the worth of such events and providing momentum for leadership to see the value of investing in such gatherings, potentially paving the way for follow-up events.

The testimonial

“Thank you all for the great reception, everything was beautiful!!  Wonderful job emc3.” -David Goodloe, TikTok Shop IPR Brand Cooperation Manager.