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Case study: how Sage got bossy on TikTok (UK)

Sage is a cloud-based business management solutions provider, managing entrepreneurs’ needs from accounting to payroll. Sage is one of the UK’s largest listed technology companies, supporting more than one million businesses across the UK. In the midst of post-lockdown macro-economics, Sage sought out to empower hustling SMEs and provide them with a unique platform to showcase their daily moments of empowerment. From Etsy wizards to busy cake bosses - Sage had the technology to keep their businesses running.


Wunderman Thompson came up with a fully integrated campaign, which centred around the less likely platform for a B2B campaign - TikTok. Behold the ‘Boss It’ campaign, which invited small business owners to share their bossy moments on TikTok, everything from boxing up their biggest order yet or laying the final brick in someone’s dream home.


Users were motivated by £10,000 worth of prizes, including a £5,000 Wish List for one lucky winner to create their ultimate home workspace.



To enter, participants had to create a video showing how they’re bossing 2021, use the custom #Bossit2021 music track and share it on TikTok to @SageUKI quoting the #BossIt2021 hashtag, or, alternatively, share it on Facebook, Twitter, or Instagram, to @SageUK.




This branded hashtag challenge included in-feed ads, bespoke music, and working with a host of UK SME creators. Moreover, for an entire day, Sage took over TikTok’s TopView placement - the first video everyone sees when they open the app.




The campaign also included TV, OOH, DOOH, print and radio. A range of 98-sheet, 48-sheets and six-sheet billboards appeared at key roadside and public transport locations close to businesses, supported by bus wraparounds.


A wonderfully playful campaign hopefully opening the gate for B2B players to the hyper-engaged world of TikTok.