Meet INEAsh.

Full TikTok profile management for INEA, with a brand hero who speaks the platform's language.

Client: INEA
Year: 2024 – ongoing
Scope: Creative concepts, strategic support, video recording and editing, profile management
Service: Social Media & Content

Challenge

On TikTok, trends change like a kaleidoscope.

TikTok is a dynamic platform where trends shift like pieces in a kaleidoscope. INEA came to us for help adapting the brand's communication to audiences on this channel and tapping into its potential. We began by defining how we wanted to communicate and how INEA should be perceived.

Creating original TikTok content is no small challenge – new formats often have to find their place in the platform's algorithm first.

Idea

INEAsh – a charismatic expert who embodies the brand.

Your mum's friend's son. That mythical figure was our inspiration when building the brand's hero – after all, who's #pro, #top, and does everything best? That's how INEAsh was born: a bold, charismatic character, part expert and part trusted friend, whose archetype embodies the brand's values.

The original strategy for introducing INEAsh didn't start from TikTok trends, but from original content built on strategic pillars: cybersecurity, gaming and INEA's offer. Trends themselves became a complement to that content, adding a viral touch.

Execution

TikTok proved to be a forgiving place to test stories built from scratch. By pairing them with well-known trends, we built unique content backed by polished technical production.

Every detail – from carefully considered framing, through editing, to the creation of INEAsh himself – required analysis to make something that actually works.