Created Digital experience that redefined a TikTok Agency market position
Heeks is a Ukrainian marketing agency that has generated over 1B views for clients across diverse sectors, building their success through TikTok expertise and 600k+ social media following.
Transformed their digital presence by creating a strategic website that positions them as Ukraine's leading TikTok specialist and equips marketing managers with tools to advocate for TikTok adoption within their organizations.
From market research to agency positioning
While analysing Ukraine's digital marketing landscape, I discovered that agencies were still positioning themselves broadly: no Ukrainian agency owned the TikTok specialist niche, despite growing platform adoption.
- Identified market gap through competitor analysis spanning social media firms to full-service agencies
- Recognised disconnect between Heeks' TikTok-focused work and their broad "marketing agency" positioning
- Proposed repositioning as Ukraine's leading TikTok specialist to leverage their focused expertise
Defining Website Purpose Through Workshop
Heeks had already built an impressive social media presence with steady lead generation, which posed an interesting challenge: how could a website provide unique value beyond their successful TikTok and Instagram channels?
- Drew on client's deep market knowledge to challenge assumptions about TikTok skepticism in Ukrainian market
- Collaboratively identified key user persona: marketing managers facing internal resistance to TikTok adoption
- Shaped website strategy around equipping these managers with data to advocate for TikTok initiatives
Building Trust Through Content Strategy
To establish Heeks as a credible TikTok partner, we needed to balance their creative energy with concrete business results and market insights.
- Integrated clear, digestible metrics showcasing agency expertise and TikTok effectiveness
- Created dedicated Ukrainian market statistics section addressing platform demographics
- Featured impactful case studies with measurable business results like "sold out in 2 days" campaigns
- Added authentic team photos to maintain brand personality
Design Translation from Social to Web
Heeks' brand identity worked well in social media, but required careful adaptation into an accessible website.
- Ensured accessibility by opting for high-contrast color combinations and clear visual hierarchy
- Added subtle animations like hover states and smooth transitions to maintain brand energy without overwhelming users
- Optimised design for all devices with equal priority, adapting interactive elements for touch screens and swipe gestures
- Organised design decisions into a comprehensive UI kit with reusable components, ensuring consistent style and easy scaling
- Developed the entire website in Webflow, including a custom CMS architecture for case studies management
- Implemented custom code integrations to enhance site functionality beyond standard Webflow capabilities
Results & Learnings
The website catalysed Heeks' transformation from a general marketing agency to Ukraine's recognised TikTok specialist, with their audience organically adopting this positioning in their feedback and referrals.
Project demonstrated how strategic positioning, when consistently implemented across channels, can help even successful businesses unlock new growth opportunities.
Webflow implementation with CMS architecture enabled seamless content management and scalability of the platform.
While we relied on the Heeks team's deep market knowledge, conducting direct user interviews could validate our assumptions about how marketing managers use the website to advocate for TikTok adoption.
