Our guiding principle: what happens on TikTok has to look like TikTok. Instead of going for a high-end aesthetic, we deliberately embraced the platform’s native style – authentic, personal, real. Because on TikTok, it’s not the perfectly polished image that wins, but the real moment. We developed a channel strategy with a clear target audience focus, defined content formats, and, through multiple social shoots, created diverse content that fits both the platform and the city.
Visit Dresden – Elbflorenz goes TikTok
Visit Dresden wanted to take off on TikTok – but neither a strategy nor suitable content formats were in place. It was unclear which content the channel should use to stand out, who it should reach, and how communication should differ from other platforms. Our task: build reach, strengthen the brand, and bring Dresden into the awareness of a younger target audience as a travel destination.
The channel grew, the community followed, and the numbers speak for themselves. Over 8,200 followers, 354,000 likes, and multiple videos ranging from 100,000 to 2.2 million views. Dresden and its surroundings became visible to millions via TikTok, and inspired travelers from around the world to experience the city for themselves.
Our guiding principle: what happens on TikTok has to look like TikTok. Instead of going for a high-end aesthetic, we deliberately embraced the platform’s native style – authentic, personal, real. Because on TikTok, it’s not the perfectly polished image that wins, but the real moment. We developed a channel strategy with a clear target audience focus, defined content formats, and, through multiple social shoots, created diverse content that fits both the platform and the city.
The channel grew, the community followed, and the numbers speak for themselves. Over 8,200 followers, 354,000 likes, and multiple videos ranging from 100,000 to 2.2 million views. Dresden and its surroundings became visible to millions via TikTok, and inspired travelers from around the world to experience the city for themselves.
