Make Every Second Count

The Ask: Introduce the No. 1 global app to the U.S. and merge it with Musical.ly. So, we knew it couldn't look like a typical launch. After all, this was TikTok— a social platform that championed unfiltered human expression, designed to Make Every Second Count. 

Using 100% user-generated content and the platform's 15-second vertical video format, my team built an integrated teaser and launch campaign to remind people of just how perfect imperfect content can be.