for TikTok

TikTok asked us to create the first brand campaign for the German market, their biggest local market campaign to date.

The goal? To get German millennials to think of TikTok differently.

From silly, cringy, useless, waste of time

to positive, inspiring, daring, app of choice.

How? By spotlighting the diversity — of content, Creators, and creativity —to show that TikTok is more than you think.

Real UGC. Real Creators. Real trends. Stitched together to show what it’s really like to use TikTok.

The results? We saw a likability uplift of +7 for non-users, with non-users saying specifically that the campaign intrigues them to find out more, and challenges them to think again about TikTok.

🖤 🖤 🖤 🖤 🖤 🖤 🖤

And the message continued to evolve, starting with the next initiative: We Are More [Football] Than You Think, which demonstrates the breadth and depth of the app’s thriving community in time for the 2020 (well, 2021—thanks Corona) Euros.