What BIGO Ads Has To Offer Brands Through Likee In The Mena Region
BIGO Ads, an emerging international marketing platform powered by BIGO, is gaining traction in the Middle East and North Africa (MENA) region. BIGO Ads, a premium traffic aggregator of the short video creation app Likee, has already made a significant impact by providing professional video marketing solutions centered on Likee’s thriving content community.
Likee’s success in the MENA region has been exceptional over the last year. It encourages local creators to unleash their talent by producing diverse video content that is rich in creativity, allowing them to build communities that facilitate meaningful connections and engagements amongst one another.
While maintaining its positive momentum, Likee offers a significant opportunity for marketers throughout the MENA region. More brands are opening their minds to deeply engage users through Likee’s unique branding campaigns, which are serviced by the BIGO Ads team, as a result of Likee’s rising user traffic and entertaining interactive experience. In fact, by 2021, PUBG Mobile had already achieved unprecedented success multiple times with Likee.
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A successful collaboration with PUBG Mobile
In 2021, PUBG Mobile is one of the most successful collaborative partnerships with BIGO Ads. This popular mobile game launched three hashtag challenge campaigns in Likee, including a Halloween Campaign, a Reunion of Classic Modes Campaign, and a PUBG Mobile 3rd Anniversary Campaign.
The campaigns for PUBG Mobile were the best-performing in the MENA region, with over 276 million total impressions and 250 thousand video posts delivered. BIGO Ads created the campaign mechanism for Halloween 2021 in order to strike a good balance between the Halloween atmosphere and PUBG Mobile gaming elements. The campaign was a huge success, exceeding most of Likee’s MENA benchmarks. It increased the overall awareness of PUBG Mobile and aided in reaching out to younger audiences in order to attract more new players. Francis Tu, Director for BIGO Ad said,
“We are extremely proud of our collaboration with PUBG Mobile and be glad to achieve unprecedented levels of success on Likee. We reviewed the unique gamifying features of PUBG Mobile to brainstorm the key ideas after which the BIGO Ads team set up a series of marketing solutions to spark an impact for PUBG Mobile and engage more young netizens. The PUBG Mobile cooperation has definitely given us a chance to showcase our professionality and passion to the brands in MENA.”
Wick Wang, Operations Director for Likee MENA explained why short video platforms are an ideal marketing solution for brands,
“The significant traffic on Likee and short video platforms in general helps to build brand awareness. In-app exposure through splash screens, banners, hashtags list, in-app messages and more, together with customized effects with brand elements powered by the cutting-edge technology of Likee is powerful enough to create content with unlimited fun. This also encourages users to engage more with the marketing campaign through the relevant in-app activities.”
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TikTok Trump Row: CEO Kevin Mayer Calls Quit
- TikTok confirmed CEO Kevin Mayer’s departure in an emailed statement and said the political dynamics of the last few months have “significantly changed” the scope of his role.
- Former Disney executive, Kevin Mayer had joined the TikTok in mid-May and resigned just after 100 days.
Kevin Mayer, TikTok Chief Executive Officer has left the company in less than four months after he joined the world’s largest short video app in mid-May. According to an internal memo viewed by Financial Times, TikTok’s general manager Vanessa Pappas will take over the position on an interim basis.
Mayer said in his letter to employees,
“In recent weeks, as the political environment has sharply changed, I have done significant reflection on what the corporate structural changes will require, and what it means for the global role I signed up for.”
“Against this backdrop, and as we expect to reach a resolution very soon, it is with a heavy heart that I wanted to let you all know that I have decided to leave the company.”
Over the last few weeks, TikTok faced tremendous pressure from the Trump administration over its links to China. On August 6, Trump also signed an order banning TikTok and WeChat in 45 days if they don’t sell the app’s U.S operations though they have time until mid-November to divest itself. Mayer “did not anticipate the extent to which TikTok would become involved in tensions between China and the U.S.”, sources reported to Financial Times.
Recently, TikTok filed a lawsuit against the Trump administration for banning transactions with ByteDance. TikTok is owned by Chinese internet company Byte Dance that is caught amidst growing distrust between Washington and Beijing. Trump administration accuses the app as a national security threat to the U.S.
The impending TikTok sale attracted investors interest starting from Microsoft, the front runner to least expected Oracle.
TikTok spokesperson in a statement to TechCrunch said,
“We appreciate that the political dynamics of the last few months have significantly changed what the scope of Kevin’s role would be going forward, and fully respect his decision. We thank him for his time at the company and wish him well.”
ByteDance’s founder and CEO Zhang Yiming said Mayer had joined the firm just as it was “entering arguably our most challenging moment.”
“It is never easy to come into a leadership position in a company moving as quickly as we are, and the circumstances following his arrival made it all the more complex.”
TikTok has also been targeted in India as it was one of the 59 Chinese apps banned by the Indian government in June following a border clash between India and China.
Before joining TikTok, Kevin Mayer worked at Disney for over 27 years and was head of direct-to-consumer content and international business at Disney who oversaw the launches of Disney+ and ESPN+. Mayer left after Disney named Bob Chapek the company’s new CEO. Mayer was considered a longtime contender for the CEO position.