TikTok Global Head of Marketing Ousted Due To “Repeated Stunt Marketing”

TikTok removed its global marketing leader, Nick Tran, stating that he ran too many “sideways” marketing campaigns that were unrelated to the brand. The company said Tran “got haywire” in an effort to lure the popular video-sharing app into lines of business, including restaurants and NFTs, through its outlandish campaigns. The company further said that Tran ran many of these campaigns without buying from the top leadership.

Speaking of Tran’s departure, a TikTok spokesperson said, “We can confirm that Nick Tran is no longer with TikTok and we wish him well in his future endeavours.”

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Tran’s fall from grace

Before he could not win the endorsement of the upper echelon, Tran ran some memorable campaigns, such as “You Have to See” ads. The campaign featured regular people and famous TikTok creators discussing different cultural moments on the platform, including someone finding an entire apartment behind a bathroom mirror. Prior to joining TikTok, Tran worked with Hulu as Vice President of Marketing for Brand and Culture, once again running some pretty weird and memorable campaigns. Some of these ads included the “best ruins of everything” and Hulu’s Superbowl ad featuring an egg, which became the most popular Instagram post at the time. Prior to Hulu, he worked for a few other companies and brands where he received a large number of awards from Fortune, Forbes, AdAge and Adweek.

On TikTok, he helped the brand reach 1 billion monthly active users in September 2021, and was also recognized as the “World’s Most Influential CMO” by Forbes. However, after delivering a few memorable campaigns, Tran began campaigning and launching products unrelated to the company’s core business, which eventually led to his ouster.

Tran runs strange campaigns

One of Tran’s recent campaigns, which angered the upper echelon, was the Cloud Kitchen campaign. He has planned to launch a “TikTok Kitchen” which will contain foods that have become popular on TikTok. In December last year, news of the tech giant’s opening of nearly 300 “ghost kitchens” by the end of 2022 was leaked to various media publications. Tran has also reportedly been partnering with a delivery service to deliver the TikTok popular dishes across the US

Before the concept of cloud kitchen, he tried to launch a few other products like “Creators Led NFT Group”. Tran attempted to launch the product jointly with celebrities such as Bella Poarch and Lil Nas X. Although it received widespread coverage, Tran failed to deliver, eventually removing it under the rug. He’s also tried launching TikTok Resumes with the idea of ​​putting TikTok users into entry-level jobs across multiple companies like Chipotle and Target. However, all of these products were off the line and put Tran on shaky foundations.

The Ghost Kitchen concept was the last straw, and it was booted up soon after. According to the New York Post, one executive addressed a marketing team of about 200 people and said, “We’re not in the restaurant business and we shouldn’t pretend to be.”

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Zhang Yiming, founder of ByteDance, reportedly expressed his frustration in a group chat. He said, “I read about the campaign in media reports and my friends asked me what it was about. I’m upset… It’s not the first time they’ve done this.” [the marketing team] I did this. I don’t understand why we have to do this cheap sexy marketing over and over again. They will become negative campaigns and jokes that harm our brand and business. Only those narcissistic but inept companies will do such marketing, pretending to be innovative – and we get there. This is totally against our principle of “user centric, business oriented, honest and natural to audience”.

It is not yet clear how TikTok will continue some of these projects after Tran’s departure. Currently, Vanessa Pappas, the company’s chief operating officer, will hold the position until the company finds a replacement for Tran.

Was Tran right in running these campaigns? Or was TikTok right to kick him out? Share your thoughts on Facebook social networking siteAnd Twitter, And LinkedIn.

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