TikTok

Latam “It Starts On TikTok” localization

In 2020, TikTok was booming in the U.S. and Europe, but in Brazil and Mexico, it was still seen mainly as a platform for teen dance trends. Our challenge was to localize the global tagline while aligning with TikTok’s strict UGC strategy and design guidelines.

Role: Creative Strategy Lead, CUBOCC, São Paulo, BR.

— Pitch Management

— Cultural Research (BR & MX)
— Target Definition (BR & MX)
— Comms Strategy
— Influencers Strategy

— Deck presentations
— Stakeholders management

I led the Creative Strategy Squad, analyzing more than 3,000 pieces of UGC to shape the key content categories prioritized by TikTok BR/MX to promote the platform's sense of belonging through these very special communities.

Our media strategy spread across on (social — IG, TikTok, YouTube, Twitter) and offline (OOH, TV) efforts.

:30 — hero film + influencers

:15 — specific categories markets wanted to connect