TheFutureCats partnered with Cosmoradio 95.1, the leading Greek mainstream music station in Thessaloniki, to expand its reach on TikTok, a rapidly growing platform at the time. The goal was to enhance the station’s presence on a new social media platform and strengthen its community-building efforts. The challenge involved creating content that would engage a younger audience, align with TikTok’s unique trends, and drive organic reach while complementing the station’s established presence on Facebook and Instagram. Additionally, the station needed to develop a strategy to differentiate it from other local stations on the platform.
To tackle these challenges, TheFutureCats developed a content strategy emphasizing authentic, engaging video content. The station’s music producers became the faces of the TikTok account, creating relatable and fun content that resonated with users. The content strategy included humorous quotes from Greek films, moments from popular TV shows, and music challenges tailored to TikTok’s trends. The producers also participated in viral challenges, showcasing their personalities and fostering a deeper connection with the audience.
A branded TikTok account was created, and the team worked closely with the producers to ensure they understood how to create content that aligned with TikTok’s culture. The producers were trained to create content daily, ensuring that the station’s TikTok account remained active and engaged. The strategy also involved promoting the TikTok profile across the station’s other social media platforms, website, and live radio shows to drive traffic to the new account.
Within three months, the @cosmoradio951 TikTok account gained 14,700 followers, accumulated over 214,000 likes, and reached 50,000 views per post on average. The music producers, now micro-influencers, saw their personal accounts flourish, with some reaching over 50,000 followers and generating 1 million likes. The strategy successfully increased engagement and built a loyal community on TikTok, proving that with the right content approach, even a new platform can significantly amplify a brand’s reach and strengthen its connection with the audience. The initiative was recognized for its creativity and impact, earning a Silver Award at the Indie Awards 2021 for Best Use of TikTok and a Sliver Award at the Content Marketing Awards for Best Use of TikTok.
