Gen-Z, Millennial Opps: TikTok taps top marketer (Score 69)

Sales Lead: TikTok recently selected Zenia Mucha as its chief brand and communications officer.

  • Mucha is a seasoned marketer and, before her most recent stint as ZM Strategies's president, was the chief commercial officer at Walt Disney.
  • At TikTok, Mucha and her team will focus on advancing TikTok's strategic brand vision and advising key businesses.
  • She is now responsible for corporate functions such as global marketing and global communications.
  • Kate Jhaveri, who joined TikTok late last year as its global marketing head, now reports to Mucha.
  • The company will likely:
    • Implement strategy shifts
    • Return to higher spend
    • Seek new agency partners
  • Target demographic
    • Gen-Z and millennials with a male skew

Additional spending insights:

  • Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
    • YTD spend: So far this year, TikTok has spent approximately $4m on national TV commercials, less than half of the approximately $10.1m spent within the same 2022 timeframe.
    • Last year: The brand spent around $21.9m on this channel in 2022 after having spent 44% more, around $31.5m, in 2021.
    • 2023 ad programming: TikTok's 202 commercials have targeted male sports enthusiasts watching shows such as College Basketball, NFL Football, SportsCenter, College Basketball, and MLB Baseball.
  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: The brand has allocated roughly $10.2m toward digital ads YTD, down 18% from the roughly $12.5m allocated by this point last year.
    • YTD data: Since the beginning of 2023 TikTok has earned ~1.2b digital impressions via YouTube (40%), mobile display (26%), Facebook (19%), desktop video (9%), Instagram (3%), and desktop display (3%) ads.
      • Top site destinations for this year's mobile display ads include accuweather.com (13%), ebay.com, weather.com, mediafire.com, and lotterypost.com.
    • Last year: The social media platform's estimated full-year 2022 spend of $24.9m reached less than a quarter of that of $106.7m in 2021.
  • Additional channel insights  
    • The brand utilizes Google Ads along with Facebook, TikTok (ha!), Instagram, and online video (primarily via Youtube.com) ads.
    • TikTok sponsors podcasts such as The Daily, The Ben Shapiro Show, The Glenn Beck Program, Up First, and The Economist Podcasts.

Additional agency insights:

  • Opportunity: Reach out soon to see if Mucha's hire precedes agency review.
  • Current agency roster:

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.