HOAS
TikTok as part of effective Digital Marketing
Categories: Brand development, Content marketing, Data driven marketing, Ongoing partnership, Social media
Our long-term social media partnership with Hoas entered a new phase when we expanded the channel palette even more strongly into TikTok. Previously used mainly as an advertising platform, the channel has now become a natural part of Hoas’s diverse on-going social media presence.
Real people, real stories
We chose a hybrid model for creating content on the new channel. In this approach, Grapevine produces continuous content while also involving resident ambassadors for whom the channel is a natural extension of their own social presence.
Residents living in Hoas apartments were recruited as these ambassadors. Hoas’s communication tone is intentionally sibling-like—friendly, guiding, and approachable—which fits the ambassadors perfectly since they represent different life situations within the Hoas community.
The ambassadors are committed to their roles and receive compensation for their work, ensuring the goal goes beyond simply creating feel-good content. They produce content for the channel and play an active role in building its community.
“Adding TikTok to our channel mix had been on our minds for a long time, but it was clear that we first needed a clear plan for content and adequate resources. Together with Grapevine, we built a solid foundation, which made getting started surprisingly easy. The account performed much better than we dared to expect. Now, after the first six months, the results are excellent both in numbers and feedback.”
– Saara Saksanen, Communications Manager, Hoas
Community activation done right
Besides content production, TikTok’s nature includes active commenting and engagement. Since the target audience is young, social channels often become the most natural customer service platform.
When the goal is to increase awareness, it simultaneously increases the need for customer service and community management. Grapevine has been handling Hoas’s community management and customer service in social media since 2018, and this new touchpoint has seamlessly found its place as part of the broader service-oriented channel mix.
The TikTok success recipe
You might expect an ultimate success recipe here. Unfortunately, there isn’t one-size-fits-all formula for TikTok. The best approach depends on the brand, goals, and available resources.
In Hoas’s case, the most natural solution has been the hybrid model, where Grapevine coordinates the overall operation, plans and produces content, manages advertising, and handles community management. Meanwhile, resident ambassadors create their own authentic content and serve as the “faces” of Hoas on TikTok. This approach keeps the content accessible and genuinely aligned with the platform’s culture, ultimately achieving the best possible results for brand awareness.
We don’t rely solely on trends or viral hits either. Content themes guide the channel’s production, and a dedicated media budget has been allocated. As part of Hoas’s overall marketing mix, TikTok has proven to be a highly effective platform that we continue to develop with great interest.