Tikok launched its first ever global campaign by connecting with a host of cultural moments happening on the platform in real time. At surface level, #ItStartsOnTikTok seems like a straightforward campaign, but in reality it is a masterclass PR strategy and marketing initiative all rolled in one. While there was a focus on reshaping public opinion about the platform as more than a stage for lip-synchers and dance choreography, it simultaneously underscored what it already does best for the diverse people who use it- act as a cultural engine.

In August 2020, TikTok embarked on an ambitious, first-ever global campaign, which aimed to shift perceptions about the platform, highlight its central role within our shared culture and join in on the fun its billions of users were having on the platform.

But how do you connect and engage with your audience in a meaningful way when everyone is stuck at home? Part PR initiative, part marketing campaign, #ItStartsOnTikTok served as the rally point from which all facets of the campaign stemmed. Energized through multiple executions, TikTok identified different cultural moments happening on its platform and reflected them back to its users using an entirely new production system.

In order to go from a platform known for lip synchers and trendy dance moves to a powerful cultural engine with 2B+ downloads, TikTok leveraged the live, cultural conversations happening on the platform through a unique, real-time campaign that celebrated and amplified the fact that when it comes to everything from food to fashion to sports… “It all starts on TikTok.”

There’s a certain innate, wild and unscripted magic unique to the platform -- every second of every day, someone is creating a new sensation -- which #ItStartsOnTikTok aimed to elevate, not overshadow, by keeping the content creators themselves at the very center of its message.

#ItStartsOnTikTok campaign utilized the content created by the platform’s billions of users by amplifying and reflecting it back to them. By diving into the platform’s data, the analytics team identified top cultural conversations happening and where those share-points exist.

This was then continuously optimized and distributed via digital channels and primetime TV advertisements which were updated in real time with new creative based on what was simultaneously trending on TikTok. The strategy didn't rely so much on convincing people, as it did showing them that TikTok is a place where diverse, talented, everyday people are celebrated just for simply expressing their true selves. Therefore, #ItStartsOnTikTok speaks to the platform’s self-same user base. With billions on the platform, the campaign served as a mirror, showcasing the abounding diversity of the people who populate the platform -- A living tribute to its community by keeping their content front and center in its

#ItStartsOnTikTok ran in the U.S. across traditional and digital channels including linear TV, connected TV, organic social, and paid social. But the execution was anything but conventional -- TikTok and its agency partner essentially reinvented the production process with a framework called the Flywheel, composed of five key elements: Media, Creative, Analytics, Legal, and Partnerships. First, high impact media was purchased in advance of creative concepts, allowing the TikTok team to rapidly swap new executions in and out as needed. Meanwhile, TikTok’s analytics team monitored the platform to identify trending videos, which the creative team then adapted into templates specifically designed for this real-time process. Once the videos were selected, the legal team leveraged TikTok’s strong relationships with its users, music labels, and even other brands to expedite contracts and approval processes -- down to a matter of hours.

#ItStartsOnTikTok has seen 4B views and counting, with multiple elements even going viral on competitive platforms (e.g., Instagram, YouTube, Facebook, Twitter). The Doggface208 video alone raked in 79+ million views, with countless “Doggface dopplegangers” and droves of earned media coverage. And when TikTok licensed Fleetwood Mac’s song, Dreams for its commercials, it helped raise the hit to #12 on the music charts, marking its entry to the top charts for the first time in over 40 years.

#ItStartsOnTikTok also helped retain top talent, convert millions of new users, attract new advertising clients, and built a broad coalition of support and advocacy for the brand. In December, TikTok was noted for being the best-rated app in the U.S., and was also named AdAge’s No.1 Marketer of the Year -- altogether proving once again that TikTok lives at the center of culture.

The campaign connected with a host of cultural moments happening on the platform, reinforcing TikTok as the starting point for wave after wave of global trends and social languages.