When we were asked to introduce the #1 global app to the U.S. and merge it with Musical.ly, we knew it couldn't look like a typical launch. This was TikTok—Finally, a social platform that championed unfiltered human expression.
This was our one chance to make the right first impression.
We knew we had to be real and authentic.
Using 100% user generated content and the platform's 15-second vertical video format, we built an integrated teaser and launch campaign to remind people just how perfect imperfect content can be.