As TikTok began gaining traction in the US, they needed to further clarify their value proposition as a video platform for authentic creators and content, as opposed to platforms like Instagram and YouTube which represent more polished influencer and celebrity content. We created the “This is Real” campaign to shine the spotlight on 5 real TikTokers. All different ages, backgrounds, and identities. The only thing uniting them is how normal they are. And, of course, how much fun they have on TikTok. The Initial campaign consisted of a flight of :15 sec videos and a 30 super cut for paid media and a digital OOH Times Square subway tunnel takeover. The campaign was such a hit we did it again.
