Hi, I'm Tobi

The Adidas Run For The Oceans project is an ongoing initiative with an event activation that helps end plastic waste when a consumer runs--10 min via the Runtastic App equals 1 plastic bottle being recycled.

Ask

The ask for the TikTok campaign was to raise awareness of Adidas as a leader in sustainability.

Approach

We partnered with credible thought leaders (creators) in the space to to create user-generated content.

Execution

I led a team, developed a concept, met with the client and agency of record and successfully sold the concept. The concept was divided into phases--partnering with creators to produce authentic content; utilizing the comments section, a pre-existing platform behaviors to engage the TikTok community to take part In a worthwhile endeavor; and reinforcing awareness of the initiative and driving app downloads via an in app editorial landing page [viewed better on mobile], a mini website experience within the platform, that I designed, based on client specifications and knowledge of TikTok best practices.

Results

Ultimately, we motivated users on the platform to see the possibilities for the planet and to continue to help fight the end of plastic waste through this Run For The Oceans movement.

As a result Adidas ran a $2 million campaign in March on TikTok to expand their Run For The Oceans initiative globally, Adidas’ largest ever spend on platform.

KPIs

As a result the campaign gained 2.7 million clicks [+17%]; 40.5 million In reach; 72.6 million In impressions [+48% vs estimated]; and a 12.34% view-through rate [+26%]. This helped TikTok to unlock revenue in more local markets to expand Run For The Oceans initiative globally.

For Nike's 50th Anniversary, they approached the Creative Lab Team at TikTok to throw a global celebration of 50 years of Innovation in a way that would make Gen-Z fall In love with the brand.

Ask

The ask here was to create a meaningful emotional connection to the brand, remixing what Nike had done and learned from their last 50 years, to project a vision of progress for the next 50.

Approach

As a direct consequence of deep knowledge of the platform and client's needs, we advised on a 'sound first' approach to the campaign that tapped into creators.

Execution

I lead a team that developed a number of concepts that were presented to client, met with the client and agency of record.

The head of Social Innovation & Partnerships at Nike shared the following:

"The team loved the work that TikTok Creative Studio shared, and the delayed decision is truly reflective of how torn our leadership team was between the concepts you shared and a concept shared by an agency team. Ultimately, the decision came down to if Nike wanted to deepen anchor in + expand from our 'anthem' film, or create an additive but separate application. While there was a lot of heart for both approaches, Nike will be moving forward with the creative concept that sticks a bit closer to the film that will be developed for this moment. I can't say how much we appreciate the thinking that went into the concepts you shared, or how truly torn the leadership team was in making the call."

For some this would be seen as a lost chance, but the thorough approach and creative solutions gained us the respect of the client and agency. We built a stronger working relationship as a result and went on to work with client and agency to produce a spot which lived on TikTok.

Outcome:

Working with agency of record, Wieden+Kennedy and D1A, I advised on a 'sound first' approach that included creators. This lead to the Nike soundtrack, created by TikTok Creator, @chongthenomad, which hit #1 on TikTok’s Viral Sounds. Which resulted in the highest commerce app traffic in Nike history, even higher than some major commercial moments in the past and as a result was reported in Nike’s Q4 2022 earnings report.

Procter & Gamble has sponsored Olympic and Paralympic events for many years, but the Tokyo Olympics were unlike any other. When there were no fans, families, or cheering crowds, P&G used the world's biggest stage to highlight those who lead with love and take action.

Ask

P&G wanted to make its #LeadWithLove platform a participatory cultural experience, inviting everyday people to define what "leading with love" means to them.

Approach

TikTok creators and the TikTok community were asked a simple yet powerful question by P&G's sponsored athletes: "Who inspires you to lead with love?"

Execution

As part of a team, we ran a global campaign with an innovative gesture-activated Branded Effect and Hashtag Challenge that was one of Creative Labs' largest to date. This global campaign required a number of elements of direction, of which I contributed to In the following ways:

• I created the video "blueprint" video that was used to brief the creators; directly briefed the individual creators; and drafted the guide for the creators instructing them how to shoot.

• I drafted the copy for the editorial landing page [mini on platform website], and

• I worked cross functionally with a team to direct the editors of the final hero piece video.

I also collaborated with a team of 6 to produce the Award submission entries that client requested. The CMO of P&G, Mark Pritchard, spoke to incredible impact of the campaign, stating “We are loving this campaign!”

Outcome

At the 2021 Clio Sport Awards, the campaign won a bronze medal and then a 2021 USOPP Partner Award for Social Media Activation.

With results well above benchmarks, the program taught clients to think TikTok first, through community interaction, and co-creation.

KPIs

Most importantly, nearly one million people shared their personal stories of inspiration using the hashtag #LeadwithLove, driving 11.5 billion views.