It’s unlike NEOM to tackle the challenges of an increasingly competitive market in a conventional way. NEOM, of course, is a Saudi innovative pionner that is “Made to Change.” So, although we were profoundly impressed, we were not shocked to learn that NEOM has employed an unprecedented creative strategy to promote its mega-destination (still a work-in-progress), THE LINE.
In order to accurately portray the splendor of a mega-destination that is still in its early stages of construction, NEOM believed that creative storytelling was of the essence. THE LINE’s innovative spirit didn’t stop there – NEOM set out on a mission to rely on user-generated content, as opposed to branded content, enabling individuals to creatively showcase THE LINE’s storyline from their own point of view. And what better platform for creative storytelling than TikTok?
NEOM’s creative strategy for THE LINE proved to be a massive success, reaching a wide TikTok community, beyond Saudi Arabia, and gathering the support of hundreds of thousands of creators. Each TikTok user took on the role of a story-teller, sharing THE LINE‘s message from their own point of view. The result was over 500 million views on content pertaining to NEOM’s THE LINE project. So, how exactly did TikTok users get so immersed in the project?
NEOM’s THE LINE: An Inspired TikTok Community
The first element of NEOM’s TikTok campaign for THE LINE was inspiration. So, what was inspiring enough to garner millions of user-generated content pieces? The fact that NEOM’s message revolved around what THE LINE *stands for* as opposed to what it sells. NEOM inspired thousands by spreading THE LINE‘s values, which include a forward-facing urban living outlook for humanity. By offering ultra-futuristic, realistic visuals, NEOM inspired creators worldwide to address pressing contemporary challenges regarding urban living and beyond. In short, NEOM’s THE LINE inspired an entire TikTok community to speak their minds.
An informed TikTok Community
When promoting THE LINE, NEOM was keen on providing TikTok users with information-packed pieces that they would be excited to share and discuss. Through realistic renders and well-crafted storytelling, NEOM succeeded in narrowing down THE LINE‘s abstract mega-vision to tangible, day-to-day elements and solutions. For example, by highlighting the environmental and urban benefits of THE LINE‘s water desalination and public transport, NEOM encouraged users to voice their opinions on the value of environmental consciousness.
An entertained TikTok Community
But really, what’s TikTok without all the ~fun~? Through its creative vision for THE LINE, NEOM masterfully prompted creators on TikTok to reinterpret the project’s various messages in a wide variety of styles and languages. Users spent time watching one another’s creative content, not out of necessity, but out of fun.
In short: NEOM is a creative pioneer.
By seeing its core brand messaging scale with creators and communities, NEOM witnessed its brand narrative turn into the enabler of a global conversation that transcends cultural, linguistic, and geographical borders. It effectively turned the key features of the project into catalysts for content creation, resulting in a massive global conversation around a project not yet experienced by anyone. The result? More than 4,000 organic videos created around the world were created, gathering +500 Million video views and revolving around a story that will soon become a reality.
So, will you take part in the global creative phenomenon that is NEOM’s THE LINE? Learn more about it here.