The Challenge
TikTok tasked The Fifth with developing a creative strategy and the identification and recruitment of talent to produce a large collection of influencer-created content that could be licensed for the brand’s paid social advertising campaign across Facebook, Instagram, Snapchat and YouTube in 5 different territories.

The Solution
The Fifth’s in-house creative team developed the campaign ‘Making the ordinary extraordinary’ which would show consumers through the influencers’ content how users can use the TikTok app’s features to bring to life their own video creations, most notably those who created daily vlogs. A content area that TikTok had identified as being critical for growth in late 2019 and early 2020.