TikTok

From ‘Cringe’ to ‘Cool’

Goal

Drive mainstream brand awareness for TikTok across all demographics by flooding culture with inclusive creator moments—so more people know and feel it’s for them.

What We Did

• Built a two-year always-on program of creator posts, polls, giveaways, and hashtag challenges.

• Targeted sentiment drivers first—memes, music, and micro-communities—then scaled with paid boosts.

• Monitored comment sentiment daily and tweaked hooks in 24 h cycles to keep vibes positive.

Highlights

• #TikTacos trended #3 on Twitter nationwide, pulling 500 K+ views in hours.

• Brand-favorability comments flipped from majority-negative to majority-positive inside six months.

• Helped cement TikTok as the #1 app in the world

Outcome

TikTok shifted from niche lip-sync app to household name – paving the way for the explosive growth you see today.