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TikTok
Acquired
Strategy in Acquisitions and Rebranding
The company duped the back-end database, ensuring smooth transition for users from Musically to TikTok by maintaining their accounts. To rebrand, a new and combined app was created, named TikTok, in the app store. A massive ad campaign costing over a billion and a half dollars was employed to ensure a successful transition and attract new users to TikTok in the western world.
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