Don’t make ads, make TikToks.
Creative Lab supports a wide range of company and client needs, including creating hashtag challenges for brands, launching new products and scaling TikTok's ecosystem of agencies and production companies.
As a creative strategist, I partnered with sales and other XFN teams to lead the creative strategy work for global clients including Mondelez, P&G, and Unilever. I wrote, developed, and produced TikToks with numerous brands including Dove, Under Armour, Mondelez, Spotify, and Daily Harvest.
P&G 2021 Olympics #LeadWithLove
P&G partnered with TikTok to give a platform for the greatness outside of the games, placing everyday champions on our podium.
We worked with a selection of Olympic and Paralympic athletes from the US, Canada and Great Britain and some leading TikTok creators - each talking about someone who inspires them to lead with love. We created a branded effect and the hashtag challenge #LeadWithLove, to motivate people to nominate their own inspirational champions in their lives.
The music track has been used in over 4,000 videos and the hashtag has over 7bn views.
Press:
Dove #NoDigital Distortion
At TikTok, I partnered with Dove to concept and produce the campaign about the negative effect digital photo manipulation can have on girls’ self-esteem.
We created confidence-boosting TikToks inspired by the Dove Self-Esteem Project all in an effort to promote body inclusivity and acceptance.
We launched the #NoDigitalDistortion hashtag challenge to enable TikTok users to celebrate their unique beauty with the body confidence anthem “I’m Not Pretty” by Jessia..
The #NoDigitalDistortion hashtag challenge reached 51 million views with positive sentiment in its first day. In three days, users had responded with 1,400 videos.
Press:
AdWeek: TikTok, Dove Join Forces on Body Inclusivity and Acceptance
AdWeek: TikTok Shares Its Inaugural Culture Driver List
Marketing Dive: Dove brings No Digital Distortion’s body-positive message to TikTok
