TikTok UK

TikTok: how do you advertise the world’s favourite social app to audiences who still haven’t downloaded it?

TikTok is one of the most downloaded apps in the world. That makes the next wave of users the hardest to win: UK adults over 24 who haven’t yet discovered how much TikTok has to offer by creating a library of paid ads for Meta and Google, made to look and feel native to TikTok.

We cast UK creators as on-screen talent and handled end-to-end production in-house. The result was 120 ads across three formats (9:16, 1:1 and 16:9), each built to stop the scroll, show what TikTok really is, and drive downloads.

Always-on creative, always on trend.

This is an always-on UK programme: we produce quarterly, then release the ads in waves, giving TikTok enough creative to A/B test at scale and stay ahead of ad fatigue. Here are just a few of our creative directions:

Satisfying Life Hacks: Close-up, ASMR-led fixes using everyday household items: garden hacks for summer, small-space storage, and emergency fixes that save on a call-out fee. Each one ended by positioning TikTok as the place to find thousands more.

Football Challenges: Celebrating the FIFA World Cup 26™, we created accuracy games, amateur vs pro, and playground classics like the crossbar challenge. Each ended with an invitation to take the challenge on TikTok.

Transformation Filters: Instant before-and-after reveals, from festival glow-ups to time-travel looks, letting TikTok's effects do the talking.

Built to convert.

‍Every ad followed our tried-and-tested performance formula: a hook within the first three seconds, subtitles throughout, a second CTA at the 70% mark, and a closing call to download.

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