Tictoccroc is an O2O platform that matches caregiving teachers with parents in need of care services. The platform had been steadily growing based on a strict caregiving teacher management policy and positive word-of-mouth from parents. The challenge was to proactively communicate the unique brand value of Tictoccroc in the market among various seemingly similar platforms before the complete popularization of caregiving matching services.
When choosing products or services for their children, parents become the most discerning consumers. Therefore, emphasizing trends based on simple metrics such as the number of subscribers or downloads was deemed inappropriate. Instead, a strategy was needed to build trust and expectations around the "quality of care" provided by Tictoccroc.
Unlike other platforms where it is relatively easy to register as a teacher once certain qualifications are met, Tictoccroc had a rigorous selection process for caregiving teachers. Applicants with years of experience as kindergarten teachers could be rejected in interviews, and even after passing, they had to undergo regular training. Violating regulations during caregiving could lead to the suspension of activity qualifications. We recognized the high reputation and frequent revisits created by these "meticulously verified teachers" and planned a campaign to extend the trust in "Crocodile Teachers" to the trust in Tictoccroc's "care quality."
Recognizing the importance of trust in the campaign and considering that the category of "care matching" is still unfamiliar to many consumers, a media strategy combining TV and digital channels was chosen. Executing the first TV advertisement in the caregiving industry held significance in securing leadership.
The video portrayed the challenges of parenting that any parent could relate to, encapsulating the difficulties of childcare in a playful manner under the concept of the "jungle of care." By contrasting the innocent charm of children, acting like outlaws in the jungle, with the tired appearance of moms and dads, the campaign aimed to leave a strong impression while not portraying caregiving as an overwhelmingly difficult and painful task.
The central focus of the strategy was on "Crocodile Teacher," portraying them as the savior of caregiving, more meticulous than moms, more detailed than caregiving, and as reliable as rumored. Supporting the quality of caregiving, the campaign presented actual customer reviews and near-perfect satisfaction scores. The familiar melody of "The Crocodile Teacher is coming, Crocodile!" made it easy for both parents and children to remember Tictoccroc and the Crocodile Teacher.
Tictoccroc’s revenue grew approximately threefold compared to the previous year, with the campaign period of the first half of 2022 as a reference. Following the campaign, the company received recognition with a valuation over twice that of the previous year and successfully attracted an investment of 160 billion won. Currently, Tictoccroc has expanded its presence into various touchpoints, including supporting care for corporate employees, online non-face-to-face education, the offline care space "Tictoc Island," and community services within apartment complexes. The brand is now widely acknowledged as a leader in the caregiving market.
