---
title: "Worth Singing About: TikTok Creators Increase NBCUniversal’s Engagement by 41% - TRIBE"
description: Discover how TRIBE’s TikTok Creators became the stars of NBCUniversal’s benchmark-crushing ad creative.
image: https://www.tribegroup.co/hubfs/Blog%20Assets/00%20-%202022/0%20-%20TikTok%20Case%20Studies/NBCUniversal/0322-BLOG-Header-nbcuniversal-tiktok-case-study.png
---
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[TikTok Case Studies](https://www.tribegroup.co/blog/topic/tiktok-case-studies) [By TRIBE](https://www.tribegroup.co/blog/author/tribe)
# Worth Singing About: TikTok Creators Increase NBCUniversal’s Engagement by 41%
[
](https://www.tribegroup.co/blog/nbcuniversal-tiktok-case-study)
TikTok is about so much more than short-form video. Branded Effects, filters, green screens and transitions provide endless ways for Creators to tell their stories authentically *and* creatively. This authenticity increases the audience’s ability to spot an ad a mile away, making influencers and user-generated content more powerful than ever.
In other words, ‘Don’t make ads. Make TikToks’
The Universal Pictures team understood this dynamic when promoting the release of the animated film, [Sing 2](https://www.singmovie.com/).
## The objective
To ignite awareness for the release of the film, reach a younger audience on TikTok while generating content for their own channels.
## The strategy
The brief to TRIBE’s Creator community was simple. Shoot a TikTok using the Sing 2 Branded Effect and have fun singing Shawn Mendes’ ‘[There’s Nothing Holding Me Back](https://open.spotify.com/track/7JJmb5XwzOO8jgpou264Ml?si=a10cc019e2eb42e1)’ or Coldplay’s ‘[A Sky Full of Stars’](https://open.spotify.com/track/0FDzzruyVECATHXKHFs9eJ?si=6d8f9f02e91c4f9e). Striking the balance between authenticity and brand recognition with their organic influencer campaign, the team licensed content from 6 diverse Creators and produced a video montage to amplify their message to a wider and targeted audience.
Watch the TikTok Ad ⬇️
## The results
The ad, fueled by authentic TikTok Creator content, out-performed two of NBC Universal’s key benchmarks. The audience not only viewed the ad for 2 seconds longer than their BAU activity, their engagement rate benchmarks were left in the dust.
Plus! The 6 original TikToks were published to the Creator’s accounts, racking up even more engagement, views and awareness.
## Organic Performance
The top-performing post was from [@celia.gercovich](https://www.tiktok.com/@celia.gercovich?), a macro TikTokker with over 1.3 million followers. Her relatable content was viewed for almost 40 hours and achieved engagement rates higher than the 5 micro-influencers NBCUniversal collaborated with.
We asked the Universal Pictures team what they valued most working with TikTok Creators, in particular, ‘non-celebrities’?
> “Collaborating with TikTok content creators allows to us engage our audience in a fun and authentic way that complements our approach to paid advertising.”
ERIN HEILBRUNN
Senior Brand Manager Maybelline New York, Essie & NYX PMU
ERIN HEILBRUNN
Senior Brand Manager Maybelline New York, Essie & NYX PMUERIN HEILBRUNN
Senior Brand Manager Maybelline New York, Essie & NYX PMU
Suzanne Stretton-Brown
Marketing Director ANZ
It’s safe to say the team reached their objectives. TikTok provides exciting opportunities across influencer marketing, UGC-powered ad creative and the combination of both, with [TikTok Spark Ads](https://www.tribegroup.co/blog/tiktok-spark-ads?).
TRIBE can help you nail your TikTok strategy and connect you with our growing Creator community. [Have a chat](https://www.tribegroup.co/tiktok#form) with one of our experts.
If you’re ready to run your first TikTok campaign [get started here](https://brand.tribegroup.co/), or reach out to your Customer Success Manager.
### Related posts
[ TikTok Case Studies ](https://www.tribegroup.co/blog/topic/tiktok-case-studies) [Case Study: How Carex Reached 1 Million Users With Their TikTok First Campaign](https://www.tribegroup.co/blog/carex-tiktok-case-study)
The objective To experiment with influencer marketing on TikTok while driving...
[ TikTok Case Studies ](https://www.tribegroup.co/blog/topic/tiktok-case-studies) [Case Study: How Match Masters Generated Buzz for Their London Event](https://www.tribegroup.co/blog/match-masters-tiktok-case-study)
The objective To promote the Match Master Summer Boost event in London To drive...
[ TikTok Case Studies ](https://www.tribegroup.co/blog/topic/tiktok-case-studies) [Case Study: TRIBE's TikTok Creators Polish Up Their Content Skills for Silvo](https://www.tribegroup.co/blog/silvo-tiktok-case-study)
The objective To drive awareness for Silvo’s Tarnish Guard product Participate...
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