TikTok
Make Your Day

Introducing TikTok to the world.

As a newcomer to the US, TikTok needed a new tagline and brand identity, one that captured the experience of using the app as a viewer, not necessarily as a creator. But its content was all across the board: there was dancing, lip-synching, comedy, some heartfelt and emotional videos, but also some truly inexplicable things.

The thread throughout it all was that unlike Instagram, there never was any FOMO. Videos were inclusive and authentic. Just real people making real videos. Ones that left you in a better mood whenever, and wherever, you watched them. Just like those weird and wonderful moments we all experience that can make our day.

So Make Your Day was born. A wholesome tagline and governing ethos that TikTok is still running with, even after gaining 500 million active users worldwide.

Make your Super Bowl Sunday.

A year after we launched Make Your Day, TikTok signed the NFL and NBA as content partners and wanted to show up in a big way for Super Bowl LIV. So we continued our campaign of feel good moments with a spot for the big game and an OOH takeover of Miami.

Finding a way to smile during a global pandemic.

As the entire world screeched to a halt because of COVID-19, people flocked to TikTok. Other brands jumped to depict this moment with somber piano music, sweeping shots of empty cities, and even emptier platitudes of togetherness, but we wanted to express something true for the brand, and for human nature: that in the darkest of times, it really is the small moments that make your day.

Press

The Verge • Ad Age • The Wall Street Journal • Forbes • Digiday