we needed to help make sure tiktok didn’t get banned in the usa by changing brand perception. so, we created this:

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: it was 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