No TikToks. Just Descriptions of TikToks.

70 percent of America is already on TikTok. But what about the remaining 30 percent? Just showing more TikTok videos won’t convince the die-hard holdouts to try it. But what if we could make them experience so much FOMO, they couldn’t resist checking it out?

For TikTok’s first national TV campaign, we didn’t show any TikToks. We just described them, in the most enticing way possible.

First, we made TV ads:

Then we put descriptions of TikToks all over the world, with QR codes you could scan if we piqued your interest.