We turned TikTok users’ penchant for talking about their favorite TikToks into our campaign itself. Because whether it was online, OOH, celebrity podcasts or in a TV spot featuring a Martha Stewart cameo, we found that users’ TikTok descriptions could be as entertaining as the TikToks themselves. And best of all, it turns out once you hear about “a gluten-free ice cube recipe” or “a man with a stuffy nose who wants you to cherish your not-stuffy nose,” you’ve got to see it for yourself.