Case Study: TikTok unlocks new audience opportunities with CLEAR

TikTok uncovers 4 audience mindsets with CLEAR

The customer, TikTok, faced the challenge of conveying its distinctive value to advertisers due to its heterogeneous and highly engaged audience. The vendor, CLEAR, was engaged to help TikTok cultivate a profound comprehension of its audience and differentiation using services in consumer insights and experience strategy.

CLEAR implemented a solution involving a study of 4,000 users across five European countries, which identified four core user mindsets: “Entertain me,” “Participate,” “Uplift,” and “Discover.” This mindset segmentation analysis allowed TikTok to demonstrate to advertisers that mindsets, not demographics, unite people on its platform. The impact was a clear framework for advertisers to change how they engage with people, as validated by TikTok's Head of Global Business Solutions.

TikTok