Situation

-TikTok celebrates diversity, inclusion and the power of authentic storytelling. We wanted to bring the singular TikTok view to Brazilian Women and to all the challenging situations that they are put through every-single-day, giving voice to our amazing creators, community and partners to action in delivering positive changes towards achieving gender equality.

Brief

- Women in Brazil are in their moment - they are becoming or already are the owners of their lives, of their decisions and have already been the leaders of their families. they are embracing their voices, their bodies, their finances, their art. TikTok is place for them to express, demonstrate and grow their power, as "donas" of their lives. We want to celebrate that.

Objectives

- Advance in women inclusion on all D&I pillars at TikTok Brazil

- Celebrate and highlight female creators on our platform and encourage them to use our platform for authentic

The international women's day symbolizes the historic struggle of women to have their conditions equal to those of men. Initially, this date referred to the demand for equal pay, but today it symbolizes women's struggle not only against wage inequality, but also against male chauvinism and violence. Women are 52% of Brazil's population, and for years Brazil has been among the ten worst countries for women to live in the world. According to WHO data, it is the fifth in the number of femicides and the biggest victims - two thirds of them - are black. While women are fighting for their lives and for their family, to put food on the table, they are learning to say NO. TikTok wanted to celebrate the power of Brazilian women becoming the owner of themselves by giving them space and tools for them to release their creativity within the platform.

#ImTheOwnerOfMyself (#SouDona, in portuguese) embraces the concept that women own themselves - of their lives, their choices, their careers, their finances, their bodies and their families. Nothing could represent this better than the empowerment anthem, "Dona de Mim," by IZA. So, we created a new version for TikTok re-recorded in the voice of seven wonderful artists, including IZA itself, Marvvila, Negra Li, Urias, Lauana Prado, Majur and Mariah Nala - a group that moves in different musical styles, such as national pop, pagode, MPB, R & B, sertanejo and rap, and represent the union of diversity so present in TikTok. The song had a special manifesto from IZA at the beginning, reaffirming the message of music for all women, and a rap by Negra Li (listen to "TikTok in tune" in the middle;), which empowers us even more with its strong words in this new and exclusive verse.

• Insight - Women in Brazil are in their moment - they are becoming or already are the owners of their lives, of their decisions, of their businesses and have already been the leaders of their families. they are embracing their voices, their bodies, their finances, their art. TikTok is place for them to express, demonstrate and grow their power, as "donas" of their lives. we want to celebrate that.

• Key message - That women are the owners of themselves, and TikTok is there to celebrat that

• Target audience (consumer demographic / individuals / organisations)

- Targeted towards 18 ~ 44 year old users and non users female skew

- Focus on inspiring and creating change through innovation and inclusion

- Highlight and champion emerging female talent and diverse female creators

The campaign was done by women, for women. That means we had an amazing female team, from marketing to producers, singers, backing vocals, electricist. The campaign counted on 2 main assets, the video clip and user generated content from the TikTok community. The campaign was launched one day before International Women's Day in order to start warming up conversation and generate conversation on social media.

So, the campaign started on March 7th on digital, then we had a TV flight during Falas Femininas"

And stayed online on digital until the end of March, counting with in app LIVES with strong names for feminist causes such as Pam Puertas, Alexandrismos e muito mais.

• Social/ Business impact – With the support and effort of the TikTok For Good team, the payment of the artists' fees was destined to the NGO Tide Setubal for the Ela Periphericas project, which invests in projects led by black women from the communities. In total, TikTok destined BRL 2M to Elas Periféricas Project.

• Impressions: 118M Impressions overall (Youtube, FB/IG and Twitter)

- Video Views: 26M

- Level A in CR with 40,7k CRs

- Level S in VV with 118,3M VVs