Johnson Reed.
Making finance feel human.
How a B2B asset finance brand became a TikTok-native voice — and turned scrolls into a flood of warm enquiries from founders and SME owners.
700K+ views on a single TikTok.
One video did more for Johnson Reed's brand than a year of paid LinkedIn ads. Founders started DM'ing the account directly. The comments turned into a sales channel.
Watch on TikTok
A trusted finance brand. Invisible on social.
Johnson Reed knew they needed to crack social media — they just couldn't figure out how. For months they'd tried copying trending formats, posting consistently, and pushing content out across channels. Nothing landed. Engagement stayed flat. They were skeptical about TikTok specifically: a B2B finance brand on a platform built for dance trends? Hard sell internally.
Johnson Reed had three things working against them.
- —No clear content angle. They knew what they sold. They didn't know how to make it watchable.
- —Trend-chasing wasn't working. Copying viral formats didn't translate to a niche B2B product.
- —Internal skepticism. Was TikTok really where future customers spent time?
One shoot day a month. A real voice. Daily output.
A whiteboard video format built for the ideal customer.
We picked a specific buyer persona — future padel club owners — and reverse-engineered the content around them. The video walked through, on a whiteboard, exactly how to start a padel club: lease costs, hourly revenue, time to break even. A genuine blueprint, not a sales pitch.
A real Johnson Reed face on camera.
A representative from the team delivered the video themselves — no actor, no influencer. The message: this is the kind of advice we give clients every day. The credibility came from the source, not the production.
Engineered debate triggers.
We deliberately included slightly controversial numbers and intentionally messy handwriting on the whiteboard. Both gave viewers a reason to comment — to correct, debate, or argue. Comments are the engagement signal that pushes a TikTok further into the algorithm. Engineered friction = engineered reach.
Inbound, not outbound.
The video didn't include a hard CTA. The format was the CTA: anyone watching to the end was, by definition, the right customer. The DMs took care of themselves.
"I was speechless when I saw the volume of inquiries from our TikTok, and quite frankly I even suggested not to use TikTok, because I didn't believe our audience watches TikTok videos."
A B2B brand that broke into the For You Page.
Within weeks, Johnson Reed's videos were reaching audiences that paid campaigns couldn't touch. Inbound enquiries grew 5x. Comments turned into conversations, and conversations turned into deals. Most importantly, the brand now owns a voice on TikTok that no competitor in their category has matched.
Want results like this?
We only take on a handful of new clients each month. If your brand is ready to be impossible to ignore, get in touch.