360 Campaign authentically representing Black Creators on TikTok

TikTok came to us with a dilemma, for BHM 2022 they wanted to pay tribute to their Black users, however they needed some help; their data reflected that Black users, particularly Black Women and non-binary people were mistrusting of the app as a platform that is a safe space for them. They wanted us to help them get to the root of the mistrust and then create an authentic campaign that would work towards undoing the mistrust. For Black History Month we created a 360 campaign for TikTok – including Social, OOH, VOD and Event assets.

View the video we created below:

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