TikTok “For All” Campaign
For years, people not on TikTok have just seen it as a dance app. but it’s become so much more. Every day, millions of people go on TikTok to learn new things, discover new passions, and start believing in themselves, one video at a time.
Our campaign marked a defining moment for TikTok: their first major brand campaign designed to reframe how the world sees them. To show that TikTok isn’t just about entertainment, it’s about transformation - it’s where curiosity spreads, confidence grows, and communities form around shared discovery.
A place where something small can grow into something millions relate to, learn from, and find meaning in.
It took us:
3 research approaches from 3 different vendors
643 total submissions
178 stories with potential
56 interviews
to find…
3 top stories
We showed the world STEMtok…
…then Booktok…
…and DadTok
We were originally asked for 27 assets. We delivered 233.
net net:
what we put in
10+ message groups with clients
100-200 client meetings
according to management numbers, 6130 agency team hours
a cast of 98
a crew of 55
what we got out
4 x :30 Films
6 x :15 In App Videos on Teenage Safety
24 x :10 Social Cuts
62 Unique Tactical Placements
29 Digital Display Sizes
24 Podcasts scripts
3 x Activations
And this is the anthem!
