UNIVERSEUM — TikTok as a new social channel

Universeum is a scientific center in the heart of Gothenburg, SE. Right now their visitors are parents, younger children who visit with their school and grandparents who bring their grandchildren.

Universeum wants more young adults (18—29 years) to visit their center & wants the campaign to be on TikTok. A social media platform they haven’t used before.

Tracie Lau (AD), Hanna Gumabon (CW), Martin Bergquist (AD) & Maria Andersson (AD)

Art director assignment:

IDEA: Create a TikTok manual (with examples) that becomes a guide for Universeum.

Guide Universeum in the vast platform that is TikTok.

The manual includes information on:

  • micro- & macro trends (the basis for TikTok) with examples

  • the tonality of TikTok and other companies’ tonality

  • & the importance of “the home movie” feeling vs. commercial.

We want to reach young adults where they are, and speak their language.

Trends

Micro trend: “probably needed a hug…” is a trend that is built on showing vulnerability but with a sense of self-distance.

Trend

Micro trend: “insert quote, god forbid” is a trend based of showing a personal “negative” trait, adding “god forbid” and a justification of the negative trait.

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