The new TikTok sound of Fressnapf

Fressnapf is Europe's No. 1 in pet supplies. Our task was to develop a music strategy to position Fressnapf as the No. 1 on TikTok as well.

Music is the perfect medium for this, as TikTok is all about the best sound!

A dedicated sound library for TikTok

How do sounds work on TikTok? How do they influence trends? What sounds are used in user-generated pet content? We looked at these questions in detail for Fressnapf and then developed a tailored TikTok strategy.

The core of the strategy is a flexible TikTok Music Library with specially produced sounds..

User-Generated Content

Every Fressnapf sound is released on all streaming services and can be found in all social media platform libraries simultaneously. Followers and other pet fans are encouraged to use the sounds for their own content.

This is how Fressnapf benefits from our solution

Legal Security: Many brands use popular music from social media platform libraries. Without the appropriate synchronization rights, they are breaking the law. With its own music library, Fressnapf is always on the safe side and avoids costly legal warnings.

Availability: Basing a content strategy solely on popular songs is risky, as the current dispute between Universal and TikTok shows. Due to failed negotiations, a large part of the music library is no longer available. The result: silent content on millions of channels. With its own music library, Fressnapf avoids this risk and can rely on its content never being muted.

License Management: The music library produced exclusively for Fressnapf is pre-negotiated and licensed for all relevant areas of use. This saves Fressnapf from negotiating and purchasing third-party music as well as the time-consuming task of checking and renewing existing licences.

Brand Fit: With its own music library, Fressnapf has a selection of top-notch, state-of-the-art music that perfectly matches the brand-specific content and creates recognition. This opens up further possibilities. In the future, Fressnapf can use its own sounds as a branding element at other touchpoints.