Slides showing how the HRUK TikTok Media plan looks from Antler Social.

2. Who are we?
Antler is a TikTok-first
agency that champions
short form content to
tap into the most
powerful demographic

3. Vic - Co Founder
With over 7 years experience in
creating content for both myself, brands
and publishers, I truly believe that short
form content is the future.
Having grown my personal account to
1.2m followers and collectively grew
Jungle Creations’ brands to over 2m
followers, I have full confidence that
we’ll be able to grow your online
presence by tapping into expertise and
personalities.
The Team
Matt - Co Founder
Drawing from 4 years social media
specific experience, I understand all
aspects of content creation from
ideation to delivery.
Having grown Jungle Creations’
YouTube portfolio to over 3.5m total
subscribers, I know what it takes to
build dedicated audiences on social, and
believe that a laser focused online
strategy can be truly transformative for
brands and creators alike.
Amber - Account Exec
Since graduating from university I have
tried a number of career paths relevant to
my degree that did not end up being my
passion.
However, over various lockdowns I
discovered a love for all things TikTok
and decided to throw myself into a
completely new and exciting challenge
and join the Antler team.
Amy - Creative Exec
After completing my medical
sciences degree at the University of
Leeds, I decided to start up a small
business selling rings I handmade
from antique tea spoons and used
TikTok as a marketing tool for
brand awareness and increasing
sales.
It was through this that I found a
passion for creating and, taking
everything I had learnt, I joined the
Antler team to dive deeper into the
world of TikTok.

4. 2014
Musical.ly is
launched
February 2017
Vicky signs up to
Musical.ly
March 2018
@vickybanham
hits 1m followers
September 2019
Vicky joins Jungle
Creations + meets Matt
March 2021
Jungle Creations’
channels hit a
cumulative 2,000,000
followers
September 2021
Antler is born
December 2021
Antler generates over
4 billion views across
3 clients alone
August 2018
Musical.ly becomes TikTok
+ Vicky runs TikTokUK
Instagram and TikTok
channels
Next…?
Our Timeline

5. Some Of Our Clients…
TikTok-first recruitment
campaign utilising influencer
content to encourage job
applications for their venues.
59% more applications
received than target
166% more views achieved
than target
Mass brand awareness campaign,
including 30 influencers, 40
organic videos and an official
branded hashtag challenge.
15 million UK TikTokers reached
282k user generated challenge
videos posted
Organic and influencer
campaign to raise awareness
and grow their brand TikTok
account.
44% more followers gained
than target
43% more views achieved than
target
TikTok account management to
develop organic strategy,
community management and
grow presence on the platform.
50% increase in average organic
video views
Over 20k likes on a single
comment

6. The Mission
Change the perception of the hospitality industry
among Gen-Z and encourage a wave of new
employment across the sector

7. TikTok is THE place right now to tap into GenZ and
generate mass brand awareness amongst that
demographic.
60% of TikTok users are Gen-Z.
17 million monthly active users in the UK.
Average engagement time of 41 minutes a day.
Authentic content created on TikTok has proven to
appeal more to Gen-Z than other platforms that
focus on more traditional forms of advertising.
67% of users say TikTok introduced them to
products/brands they had never seen before
#hospitality - 386.3M views
#hospitalitylife - 26.4M views
#work - 53.2B views
#vacancy - 99.1M views
#job - 8.9B views
TikTok Hospitality Space

8. Case Studies
Brands within the space have been able to
establish themselves and promote their
work environment among a Gen-Z
audience on TikTok, growing dedicated
audiences and embedding themselves
firmly into the community.
Use of authentic content within influencer
led campaigns alongside engaging, organic
content from their own accounts has given
brands the opportunity to increase brand
awareness, reach and drive valuable action
on a mass scale.
Click each image for examples
Buzzworks Ryanair

9. Buzzworks are a restaurant group in Scotland that wanted to generate job
applications for venues across the country. They knew they needed a
fresh approach to recruitment so they turned to TikTok in order to target
Gen-Z. Buzzworks ran a campaign and worked alongside popular Scottish
creators including Steven McKell and Paige Turley to increase reach and
drive mass awareness of this TikTok first campaign.
The application process was simple, users had to comment ‘I need a job’
on any of the posts and then fill out a 2 step application process that was
made specifically for TikTok applicants.
This simple style of job application generated an impressive 900
applications and Buzzworks now have a waiting list for jobs in a number
of venues.
By the end of the campaign, the videos generated over 2.5M views and
over 47,000 engagements, whilst also driving a 6.6% conversion rate.
Buzzworks

10. Ryanair
Ryanair are a low budget airline that fly customers around Europe. They
saw an opportunity to use TikTok to appeal to their next generation of
customers, Gen-Z. In order to get ahead of their competitors they moved
away from a corporate tone of voice and instead changed their approach
to match the type of light hearted content Gen-Z engage with most.
They often upload videos of their young, Gen-Z staff taking part in the
latest trends and having fun. It comes across immediately that it is a fun
working environment where staff get along and friendships are formed.
They posted their first video in May 2020 and now in January 2022 they
have generated 1.5M followers.
Their most popular TikTok video from 2020 had 27.2K comments
compared to just 1.9K on their most popular Facebook video, highlighting
Gen-Z’s much higher engagement rates on TikTok compared to other
social media platforms.
They are also a great example of using community management
effectively and engaging with their audience even more through replying
to and liking comments from users.

11. The Campaign
#LiveFastWorkYoung

12. Breakdown
Creation of an official Hospitality Rising channel,
amplified by creators, hosting the best content the
hospitality industry has to offer

13. Creative Strategy
Always-On
We will create a TikTok-friendly content strategy and produce bespoke
content in-house to establish Hospitality Rising on the platform. We will
create content in house at various different venues that are featured
within the Hospitality Rising campaign and ensure all have equal
limelight on the channel. We will then post 3x a week, engage with
creators and be as reactive as we can within the overall community.
We will work on a TikTok friendly TOV that is relatable which we will
use for captions and comments. All captions will be sent across with the
relevant content for approval before posting.
Additionally, we will create a laser targeted paid strategy to ensure our
content is reaching our desired audience. This will be tweaked every day
to ensure we are maximising our strategy as best we can.
On top of this, we will give you the rights to all the content we create for
you to share onto other platforms as you wish at no extra cost.

14. Formats
Format 1
Advertising current job vacancies
Majority of always on content will be this format
style as we will regularly post about current
vacancies and direct users to the link in the
Hospitality Rising bio to complete the 2 step job
application.
This format has proven to be effective in the past
for our Buzzworks campaign..
Format 2
Hospitality Heroes
Sourcing viral content of impressive skill and
commitment to the job to celebrate hospitality
employees.
‘Hospitality Heroes’ is a great way to embed
Hospitality Rising into the community and
generate an authentic UGC feel on the HR
page.
Format 3
Venue Tours
This format will be used to showcase the fun
and exciting environment working within the
hospitality industry.
Also used to show users the places they could
work in and perks of the job.
FORMATS

15. 2-Step Application Process
The main aim of the always-on content is to establish a hospitality
community on the platform and drive traffic to the Hospitality Rising job
board.
To do this, we will have the link to the job board in the Hospitality Rising
TikTok bio and direct users to this link in vacancy videos and other
always-on formats.
The first step of the process will prompt users to enter their name, email
address and postcode. They will then be taken to the job board page
where vacancies local to their postcode will be shown. The second step
will be to click on the vacancy and apply for the job.
This is a great marketing opportunity as even if users do not apply for a
job, Hospitality Rising will still have receive their email address for
future marketing opportunities.
This simplified application was extremely effective in our previous
campaign with Buzzworks, generating 900 job applications across their
venues.

16. Community Management
Community management will be a vital element of the
campaign to help embed Hospitality Rising into the
TikTok ecosystem.
Immersing yourself in the community can be done in
various different ways, such as:
- Commenting on posts
- Liking other posts
- Replying to comments in video form
- Being involved in trending challenges or sounds
- Collaborating with TikTok creators
It’s imperative to spend 4+ hours on the account every
day to make sure you not only appease the algorithm by
being an active account, but to be as involved in the
overall community as possible.
This will put you at the forefront of people's feeds by
being the top comment, utilising features that perform
well such as replying in video form and being recognised
by users as a constant name within the platform.

17. Creator Amplification
Recruiting the biggest names on the platform to
endorse and spread the message, encouraging
audiences to follow the HR channel and visit the
job board

18. Influencer Creative Summary
Creators play a huge part in any campaign as they already have an
established and loyal following. Our plan is to use a range of creators
from Hero creators with large followings as well as smaller creators with
great engagement to create mass reach and awareness of the campaign.
The purpose of the creator content is to advertise the Hospitality Rising
page/job board and promote the hospitality industry in a positive light.
This content will then lead to ‘if you are looking for a job’ and direct
people to the job board and hospitality rising channel for more
information.
It is important that collaborations blend seamlessly into the creators
usual style in order to keep the native feel, therefore we would carefully
choose creators that fit Hospitality Rising’s TOV whilst enabling them to
create content that their followers will still engage with for the best
results.
We will have 3 creator campaigns throughout focussing on Winter,
Spring and Summer. This approach means that we can generate a lot of
noise about Hospitality Rising in a short space of time and create bursts
to drive users to follow the page and engage with always-on content.

19. Creator Timeline
The first creator burst of the
campaign.
We will work with top creators in
December/January when
searches for vacancies peak.
Content will be created
collaboratively with the creators
in order to ensure videos will
resonate the most with their
audience.
We will place paid on each video
as and when they go live to reach
an even wider audience and
encourage sign ups.
Easter Holidays
The second creator burst will happen around the
Easter Holidays. We will select new creators and
work collaboratively with them to create the content
using learnings from the first creator burst.
Easter is a time where people in our target audience
are thinking about summer jobs, planning ahead and
have more time on their hands with the breaks in
term for those at University.
Paid will then be placed again as with burst 1.
Summer
The final group of creator content will go
live during the summer holidays. This
will be when a huge chunk of the target
market are spending most time on their
phones as they’re away from school and
university. Creators will be chosen
based on who has previously performed
the best and what style of content has
been the most effective.
Paid will be applied and tweaked to
generate the strongest results based on
what we have learnt from burst 1 and 2.
Spring
Winter

20. HERO CREATORS
The top creators for the campaign. These influencers have over 500,000 followers, have a loyal audience and a solid content strategy.
@max_balegde
@gkbarry
*all creators are examples
Name: Max Balegde
Followers: 1.5M
Likes: 117.1M
Well known Gen-Z TikToker
who regularly posts funny
and engaging videos about
his life and opinions
Currently a Student at
Newcastle University
His career is also branching
out from TikTok into TV and
Radio as he teamed up with
BBC Radio One and
interviewed celebrities on the
red carpet before the ‘Out
Out Live’ event
Name: Grace Keeling
Followers: 1.5M
Likes: 86.4M
Popular UK creator known for
comedy on the platform
Shares hilarious stories about her
life and daily life problems she
encounters
One of the most popular british
tiktokers at the moment with
outstanding engagements rates
of 17%

21. MID CREATORS
These are the necessities of the campaign. They have between 100k-499k followers and create high quality content that resonates with their ever growing audience.
Name: Joa Brown
Followers: 315.5K
Likes: 13.2M
Student living in London
who posts comedic
content
Works in hospitality at a
falafel shop and often
posts about her part time
job
@joa.brown
@scheifferbates
Name: Scheiffer Bates
Followers: 442.3K
Likes: 5.3M
Voice Actor and Impressionist from
Wales
Known on TikTok for his Gordon
Ramsey impressions
*all creators are examples

22. MICRO CREATORS
The underdogs of the campaign. They have between 1k-99k followers, cost very little and can create content that has a huge impact with massively high engagement.
@georgiatownend
@jacktaylor898
Name: Jack Taylor
Followers: 90.7K
Likes: 4.5M
Comedy content creator
based in London
Regularly uploads vlog
style videos and funny
POV content that Gen-Z
engage with
*all creators are examples
Name: Georgia Townend
Followers: 66.3K
Likes: 2.1M
Former Love island 2021
contestant that has
returned to her previous
job working for Lidl
~ 10.5% engagement
rate (much higher than
industry standard of 3%)

23. Paid Amplification
Throughout the campaign we’d run paid boosting
on your channel’s content via TikTok Ads to
maximise reach, attract new followers and
specifically target audiences most aligned with
Hospitality Rising.
Targeting would include:
➔ Location - UK
➔ Age - 18-35
➔ Interests - Lifestyle, Food and Drink
➔ Behaviours - Previous engagement with
hospitality-related content and creators
➔ Retargeting previous content viewers to
encourage following the Hospitality Rising
account

24. Guaranteed Views
20,000,000
Guaranteed Clicks
30,000
Estimated Followers
20,000
Creators
30
Total: £200k
£1m Plan
Campaign Plans
*VAT not included.
Guaranteed Views
40,000,000
Guaranteed Clicks
60,000
Estimated Followers
40,000
Creators
45
Total: £400k
£3m Plan
Guaranteed Views
60,000,000
Guaranteed Clicks
90,000
Estimated Followers
60,000
Creators
60
Total: £600k
£5m Plan