TikTok
Viral Videos
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CLIENT: realme
AGENCY: Monks
ROLE: Creative Director
In Southeast Asia, TikTok is the primary escape for millions of young workers, from recent graduates to blue-collar professionals. To launch the accessible and durable realme C75, we embraced this reality. Our idea was to stop interrupting their break and become the entertainment. We created a series of hilariously exaggerated scenarios, built for virality, where the C75's toughness became the surprising solution to relatable daily problems, making our product promise the punchline of an unskippable story.
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Our core strategy was to create a series of "unskippable" TikTok-first films, each engineered to go viral. The films starred relatable characters reflecting our broad audience of young workers. The phone's key features, such as its rugged build or water resistance, were never just listed; they were integrated directly into the funny, high-energy stories, ensuring the product info was delivered as pure entertainment.
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The entertainment-first strategy was a proven success. The films became truly unskippable, exploding on TikTok to generate over 180M+ total views and 2M+ interactions. The launch took off immediately, earning 10M+ views in the first 48 hours alone and validating our approach of blending product benefits with pure, shareable humor.
Views in the first 48h
Total views
Interactions
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To complement the entertainment-focused films, we created a clear, functional poster campaign. Each poster was designed to communicate a single Key Selling Proposition (KSP), highlighting a specific product feature like its water resistance or tough screen. These visuals provided a direct, easy-to-understand counterpart to the chaotic humor of the videos.
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