Working on the TikTok account during its global relaunch was one of the most dynamic and fast-paced experiences of my career. At the time, TikTok was emerging from its former identity as Musical.ly, facing both skepticism and curiosity from global audiences. As part of the Sid Lee Toronto content team, I had the opportunity to be directly involved in repositioning TikTok for the North American and Australian markets and shaping its voice on owned social channels.
My day-to-day responsibilities were rooted in cultural listening and trendspotting. I was embedded in the app itself, tracking viral trends, breakout creators, and emerging subcultures—often identifying moments of opportunity before they entered the mainstream. This proactive approach allowed us to ensure TikTok’s social channels were not only relevant but ahead of the curve, creating a direct link between the app’s evolving culture and its brand narrative.
Beyond trend analysis, I played a key role in content development and planning. I wrote copy for global social channels, contributed to campaign ideation, and helped build and organize the content calendar that spanned TikTok USA and TikTok Australia’s, Youtube, Instagram, Twitter, and Facebook channels. I also supported livestream activations, working with the broader team to connect online audiences in real-time through interactive, entertaining content—what we referred to as “social activations,” though most people would just call them livestreams.
One of the most exciting challenges of this project was helping to rebuild trust and brand love for TikTok at a time when many were still questioning the platform’s role in the social landscape. Through authentic content, strategic partnerships, and culturally relevant storytelling, we were able to shift perceptions, strengthen the community, and create positive momentum for the brand.
Our team also collaborated closely with Sid Lee LA, ensuring that our content not only met global standards but also reflected regional nuances and cultural insight. By combining creative production with data-driven strategy, we built an ecosystem of owned content that was authentic, engaging, and responsive to the TikTok community.
The results were tangible. We successfully grew TikTok’s Instagram following to over 25 million, launched in-house content production, and established a clear, consistent brand identity across key social channels. More importantly, we laid the groundwork for TikTok to not just be seen as an app for entertainment, but as a cultural movement—one driven by its users, its trends, and its endless potential for creativity.
Looking back, this experience reinforced how critical agility, cultural awareness, and strategic storytelling are when building a brand in today’s constantly shifting digital landscape. It also deepened my passion for helping brands find their voice and build real connection through content that reflects the world around them.
