It starts on TikTok

Facing geopolitical volatility, regulatory scrutiny and a growing competitive set, TikTok found itself in a challenging position. They needed to drive brand affinity at a time when their value wasn’t fully understood - so they tapped Known to develop the platform’s first ever belief system, advanced segmentation, followed by global brand campaign.

There are a lot of campaigns that I am proud of but the current campaign with TikTok – "It Starts on TikTok" – is a whole different game.

Nick Tran, Chief Marketing Officer, TikTok