Headland - Taking TikTok to the Heart of Culture


Agency: Headland Consultancy

Headland began working with TikTok UK as it was entering a period of rapid growth, while facing intense scrutiny. Our brief was to tackle misconceptions, build its reputation and create an environment for growth. We set out to create and implement a reputation campaign that put TikTok at the heart of British culture. This involved a rigorous and fast-moving comms programme to carefully land major safety and partnership announcements to build trust, while maintaining TikTok’s relevance as a trends barometer. Through this sustained strategy and approach, conducted in collaboration with TikTok's comms team, we’ve successfully changed the conversation about TikTok.