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The Brief 

TikTok Shop approached emc3 with a two-pronged challenge. First, create an event to help amplify TikTok Shop’s brand. Second, educate other brands, content creators, and users on how to buy and sell on TikTok Shop, all while ensuring their brand is protected. 

The event would play a crucial role in TikTok Shop’s inaugural series of events and a significant step in its strategic rollout for the year. It would be hosted at the International Trademark Association (INTA) conference, renowned for drawing large crowds of corporate attorneys from across the globe. TikTok Shop predicted INTA would provide the perfect backdrop for their objectives. 

Timings were tight - the production timeline was four and a half weeks, and the budget was locked. 

The Solution

TikTok Shop chose emc3 for their local expertise and connections, knowing both were crucial to delivering a high-quality event efficiently. The team possesses a deep knowledge of the Atlanta vendor landscape and acted swiftly to manage every aspect of the event production, from venue sourcing to creative execution.

emc3 took on the full production of the TikTok Shop Brand Protection Reception at INTA 2024. They sourced everything required for the event, including creative talent and content. Logos provided by TikTok Shop were used by the emc3 graphic design team, expanding these assets into comprehensive event branding. This included custom-designed walls that visually conveyed TikTok Shop's brand protection message. 

Crucial for tackling the production deadline and budgetary constraints were utilising the agency’s creativity and resourcefulness. To match the TikTok Shop style, the event was experiential: interactive activations, exciting swag, and playful touches such as painting children’s toys to match the event branding all worked to keep the event fun and engaging. 

The Results

The event provided TikTok Shop with a unique opportunity to connect directly with brands and their legal teams, fostering an important dialogue on brand and intellectual property rights protection. The alignment between the conference’s focus and TikTok Shop's objectives made it an ideal setting for achieving thought leadership and educational goals. 

The event successfully met its objectives by bringing together a niche community focused on brand protection. Despite the tight production timeline, the event looked fabulous and ran smoothly, thanks to emc3’s knowledgeable and efficient local team.

Attendees appreciated the meticulous attention to detail, from the branded ice cubes in cocktails to the well-executed swag distribution. Guests were impressed by the creative elements of the swag store, the inclusion of all of TikTok shop's branding elements, and the energy in the venue created by the band, with one guest claiming he had attended INTA for the past 8 years and this was the best reception that had been hosted.

Although the event was not primarily ROI-focused, it met its goals for attendance with a curated guest list, emphasising the importance of face-to-face interactions within the community. The conference set the tone for further business development activities throughout the week, aligning perfectly with TikTok Shop’s objectives. 

This community-focused approach provided significant value both for TikTok Shop and the attendees, proving the worth of such events and providing momentum for leadership to see the value of investing in such gatherings, potentially paving the way for follow-up events.

Client verdict

David Goodloe, TikTok Shop IPR Brand Cooperation Manager, said: “Thank you all for the great reception, everything was beautiful!! Wonderful job emc3.”