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TikTok as an influencer marketing channel for user acquisition
Journal of Digital & Social Media Marketing,
11
(2),
107-114
(2023)
Abstract
This paper describes how OneFootball partnered with a number of social media influencers on TikTok to drive the acquisition of OneFootball app users. The paper describes the different organic and paid formats used to drive app installs, and how influencer marketing and paid user acquisition intertwine in this context. By discussing the learnings from recent campaigns, the paper shines fresh light on the best practices for developing win-win partnerships with content creators, in addition to the potential impact of sustained investment in TikTok.
Keywords: TikTok; influencer marketing; app marketing; mobile marketing; user acquisition; social media
The full article is available to subscribers to the journal.
Author's Biography
Amanda Allegrini is responsible for global influencer marketing strategy at OneFootball, where she oversees a team of more than 20 marketers, managing influencer campaigns in seven languages with a focus on user acquisition. Amanda has over ten years of experience in the marketing industry, having previously worked in both public relations and branding agencies. She also founded an influencer marketing startup in Sao Paulo.
