Building Confidence in TT4B Solutions
- ClientTikTok
- IndustryTech · Advertising & Marketing · Media & Entertainment
- ServicesMarketing · Technology · Customer Experience
- CapabilitiesBrand Transformation Strategy · Brand Ecosystem Experiences · Customer Experience · Content strategy
Turning TikTok’s growth into advertiser confidence
TikTok’s Global Business Marketing team needed to help potential business advertisers understand the platform’s value—and turn skepticism into confidence.
As the platform’s popularity surged, the team struggled to translate that momentum into revenue that kept pace. Their web presence had evolved into a patchwork of one-off sites created by different internal teams.
In the pages ahead, you’ll see how we helped bring clarity and cohesion to that ecosystem by aligning the experience to advertiser needs and the realities of how the organization works—setting the stage for a stronger path from interest to action.
Key Takeaways
Boosted Advertiser Confidence and Engagement
Unified and Flexible Web Ecosystem
Strategic Growth in Ad Registrations
Impact
By building a richer understanding of TikTok’s primary audiences—SMBs, Large Businesses, Agencies, and the Creator/owner—we shaped content that met people where they were in their journey. The result was a clearer path to the right guidance and ideas, helping visitors feel more confident exploring advertising capabilities and campaign inspiration.
Intent and topic content discovery
We shifted from a siloed blog structure to an intent and topic-led editorial model, organizing content into sections that match what audiences are trying to accomplish.
By integrating related content across pages within the system, we made it easier for people to discover the information and solutions they need as they move through TT4B.
Building confidence in creating TikTok ads on TT4B
Create a content destination that connects our audiences with the information and solutions they need to feel confident in creating ads on TikTok by playing to the unique strengths of TT4B, focusing attention strictly on what really matters, and flexing to meet distinct audience needs.
So, we focused our engagement on three core jobs to be done:
Connect audiences with the information they need to feel confident creating ads on TikTok.
Play to the unique strengths of TT4B while focusing attention strictly on what really matters.
Flex the experience to meet distinct audience needs with the right solutions.
Flexible architecture for growth
We built the site architecture and visual system with flexibility in mind, so TikTok can expand the goals and ambitions of the site as the larger ecosystem is consolidated around it.
Consolidating the TT4B web ecosystem
Our work with TikTok continues as we lead the consolidation of their web ecosystem around TT4B, implement new product capabilities into the site, and oversee the iterative creation of new pages and content based on real-time data.
What We Did
Demonstrate ROI to skeptical marketers.
Educate advertisers on novel formats and offerings
Inspire with authentically “TikTok” content tailored to audiences
Building confidence through TikTok-first interactions
By aligning the story, structure, and creative examples, this case study clarifies how TT4B solutions address real business needs and where each offering fits. It brings the product narrative to life with clear messaging and a cohesive flow that helps readers quickly understand what’s available and why it matters.
The result is a more confident, easier-to-navigate experience that supports sales conversations and decision-making. With a consistent voice and focused takeaways, the work reinforces credibility and makes it simpler for teams to communicate value across audiences.
Read More
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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