Why Did Linktree Feature TikTok Creators in Its OOH Ads In New York City

Linktree took to digital OOH in Times Square, NY for its first ever campaign as it put the spotlight on content creators

The Linktree OOH campaign went with an authentic approach rather than focusing on big names with millions of followers, partnering with smaller TikTok creators. Brooke Avarick, Paige Gallagher, Challan Trishann, Connor Wood, Brian Jordan Alvarez, Kurtis Conner, and Abbie Herbert are among the creators featured on the digital displays.

“Creators are at the center of everything we do at Linktree, so it was an honor to feature some of the internet’s hottest emerging creators on the Linktree platform in our first Times Square Billboard OOH Campaign,” said Lara Cohen, Vice President of Partners and Business Development at Linktree. “Creators are changing the way consumers shop, learn and are entertained and each creator is a small business themselves.”

As part of its campaign, Linktree partnered with the creators, who exemplify how a single link can connect diverse audiences. Abbie’s move from showcasing polished lifestyle content to portraying the reality of being a wife and mother, as well as Challan’s use of “Get Ready With Me” content to connect with gamers illustrates the importance of being able to share their work and connect with their respective fan bases through organized methods.

In addition to the advertisement, Linktree recorded the reactions of creators Brook Averick, Connor Wood, and Kurtis Corner as they showcased the ads they were featured in person. The footage was then shared on Linktree’s TikTok account, which has over 33,000 followers. In a particularly creative advertisement to promote Kali Uchis’ album, Linktree featured the musician in its digital outdoor advertising at Times Square, as well as published creative content to promote it.

Cohen expressed their appreciation for the opportunity to shift the focus onto individuals typically selected to promote products. Creators such as Paige Gallagher, Challan Trishann, and Brian Jordan Alvarez are regarded as trendsetters in culture and relevance, driving significant traffic, engagement, and commerce.

“These emerging creators have found their voice, their audience and are utilizing Linktree to take ownership over their audience and direct them to what they care about: their new podcasts or singles, latest videos or brand partnerships, or their own curated storefronts,” said Cohen.

In terms of a financial agreement between Linktree and its creators about the campaign, details of the agreement have not been disclosed. According to Vivvix, a MediaRadar company, Linktree spent a little over $3.1 million on advertising efforts in 2023.

Marketing Director at HypeFactory, Daria Belova, highlighted that Linktree effectively showcases the growth of creators, illustrating the versatility of their product. This, along with strategic investments in premium ad placements, conveys a message of company success and stability, encouraging more individuals to utilize their service and presenting a positive outlook to investors.

“Influencers, especially rising stars, unlike celebrities, are more authentic and transparent, have a strong voice, know how to create a warm community and are perceived by the audience as a close friend whose recommendations they trust,” said Belova. “Now has come an era when influencers can influence the decision to purchase a service and form a community much more than celebrities.”