29 January 2020
UKTV's comedy channel Dave has launched a TikTok account and partnered with influencer marketing agency Fanbytes to deliver its first campaign.
Fanbytes will work with its network of influencers to create a content challenge for the launch of Hypothetical, Dave's panel show hosted by James Acaster and Josh Widdicombe where top comedians are posed absurd hypothetical situations and scored on how well they would deal with them.
The campaign will see influencers on TikTok undertake a series of challenges similar to those in the show. They'll be separated into two groups - the challenge setters and the challenge takers. The challenge setters will set a hypothetical challenge to the challenge takers and the aim is to drive user generated content and audience participation.
Simon Michaelides, UKTV's Chief Marketing & Innovation Officer (CMIO), said:
The rapid growth of TikTok with its engaged community of creators is perfect for Dave to both connect to audiences and work with up and coming comedy influencers. We're excited to partner with Fanbytes and look forward to bringing Dave's unique brand of comedy to life on TikTok. Dave has seen phenomenal growth on social, successfully building a loyal and engaged following of young adults. TikTok represents an exciting opportunity to increase Dave's reach even further and to innovate creatively in short form content.
Fanbytes CEO, Timothy Armoo said:
Dave has constantly been a symbol of innovative advertising - whether it's their print ads or irreverent tube advertising! It's an honour to help them dominate TikTok and supercharge their innovation and growth on a platform so many other brands are slow to engage with."
The TikTok campaign is part of an extensive marketing, PR and social campaign to launch Hypothetical, which includes TV and broadcaster VOD alongside AV digital activity on YouTube and Twitch.
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Ever since it was knee high to a TV remote, Dave had an idea. It wanted to be the first place viewers would come for brand-new, award-winning entertainment from the biggest and brightest stars and production companies in the UK. And in the years since, it has launched some of the most exciting and best-loved titles on TV.
There are names like Hypothetical, Jon Richardson: Ultimate Worrier and Comedians Giving Lectures. And of course there's Dave Gorman, whose inquisitive mind is returning to the channel for Terms and Conditions Apply. It's not just in front of the camera where the comic genius lies either, with a wealth of scripted treasure such as Sliced, Porters and the globally popular Red Dwarf.
Dave's not content just to make you laugh and share gags with your mates though. Expedition with Steve Backshall and Hurricane Man are showing you regions and aspects of the earth never before seen on TV. Red Bull Soapbox continues to delight with its boundless capacity for invention. And stepping away from the TV entirely, Dave's partnered with CALM to launch the "Be The Mate You'd Want" campaign and the "Conversations Against Living Miserably" podcast.
Reaching 20million viewers a month, Dave's come a long way, but it's only just getting warmed up.