Dr Oetker Tiktok

At Dr. Oetker, I took the helm as the lead manager, conceptor, and producer for TikTok content across two distinct brand streams: Dr. Oetker Baking Products and ChicagoTown Pizza. Each brand demanded a unique approach to resonate with its audience on TikTok, a platform known for it’s native humour and fast-paced trend cycle.

My primary responsibility was to ensure that each brand's content not only fit TikTok's dynamic environment but also maintained a distinct tone of voice reflective of its brand identity. ChicagoTown Pizza was positioned with a cheeky and energetic tone, leaning into the distinct humour of the platform, aiming to captivate a student-oriented audience. In contrast, the Dr. Oetker Baking content was designed to be fun yet very wholesome, with a slight feminine skew, appealing to baking enthusiasts that resonated with those gorgeous “cottagecore” aesthetics and values that thrive on the platform.

Monitoring trends was a crucial part of my role, as it involved identifying and leveraging viral moments to make our content relevant and engaging. I developed an agile and streamlined production process that allowed us to produce and edit content in batches. This approach was adopted by my agency as our in-house TikTok production system for every account and project therafter, which is a testament to how well it worked for us.

Over six months, I single-handedly produced 54 TikTok videos for these brands, which collectively garnered 4.5 million organic impressions. That breaks down to an average of 83,000 organic impressions per video!

This project was a fantastic opportunity to fine-tune my skills in content production and editing, and gave me my sea legs for TikTok account direction. The experience has been invaluable in understanding how to blend brand identity with platform-specific creativity to achieve outstanding results.

Check em out for yourself in the highlight reel below or over on their socials: Baking account @droetkerbakingireland, Pizza account @chicagotownireland