Evolve the narrative from viral entertainment to an essential cultural and utility platform.
TikTok
TikTok had already won culture. The strategy was to win it credit for being essential, by owning the moment people decide what to buy, watch and how to live.
Built from a winning agency proposal I led strategy for. Ideas are shown as proposed; campaigns and partnerships that originated with the brand belong to the brand. My role was the strategy, the blank space and the platform.
TikTok has already won culture. Now it needs credit for being essential.
While the press focused on policy debates, millions of Americans quietly moved from scrolling to using TikTok as their primary search and decision-making platform. The coverage hadn't caught up.
The Decision Gap.
The moment between curiosity and commitment, where people decide what to buy, what to watch and how to live. Other platforms offer content to consume; TikTok provides the call to action.
- 64%of Gen Z use TikTok as a search engine
- 92%of users take action right after watching (TikTok Marketing Science)
- 47%of users discover new films on TikTok
Own the Decision Gap.
Three pillars of discovery prove utility through community. The Digital Stadium for sports, The Modern Culture Editor for entertainment, and The Knowledge Hub for news and learning.
A dedicated TikTok unit inside the agency's Daily Culture Distillery turns the platform's weekly signals into national stories fast, so TikTok is credited as the source of a trend before it echoes elsewhere.
The flagship was the Ins & Outs Report: a recurring, data-backed forecast that claims trend authority for TikTok and gives every lifestyle, tech and news editor a repeatable reason to call.
Won.