Teaching the World’s Biggest Brands to Make TikToks, Not Ads


Teaching the World’s Biggest Brands to Make TikToks, Not Ads



When TikTok approached OK COOL in January 2020 it was looking for an agency that could tell the story of the platform and invite brands to explore the potential of how TikTok could drive growth through the promise of bringing joy and inspiring creativity. 

OK COOL quickly identified that in order to change the perception that TikTok was just a platform for lip-syncing teens and cats on skateboards, it would have to:

  1. 1. Humanise the platform and give it a unique personality
  2. 2. Take TikTok out of the social media category and into entertainment. Stop behaving like a B2B platform and act like a B2C brand

3. Create a host of cool, interactive content that would bring the platform closer to its customers


Working with TikTok’s Business Solutions, Brand strategy, Events and Industry Relations teams we defined a simple year-long roadmap:

1.  Educate: Teach customers how to use the platform themselves, bringing to life all the features and functions that make TikTok unique for consumers 

2. Inspire: Highlight real life examples of brand success using the platform. Demonstrate the power of creators by making creators part of the story 

  1. 3. Reward: Deliver cool, covetable, premium swag; ensuring the TikTok brand lands in culture IRL


So far we have successfully delivered seven virtual events, created 48 films, 12 live broadcasts, 8,000 pieces of branded merch and 18 tutorials bringing joy and inspiring creativity to over 14,000 of the world’s biggest brands’ marketing teams and agencies.

Our work has helped TikTok become the 2020’s most successful entertainment brand.