Browsing Opens a World of Discovery in TikTok Campaign

TikTok is today launching a new campaign - It Starts on TikTok - which spotlights and celebrates the journeys of discovery starting on the platform every day.

In its first work with Lucky Generals, the campaign brings to life the diverse range of places a simple browse on TikTok can lead, from a search for ‘quick recipe’ inspiring a new family feast, to ‘running tips’ encouraging people to sign up for their first 5k.

It Starts on TikTok will initially appear on the UK’s biggest OOH and DOOH billboards, from Waterloo Station to the Cromination, with TV placements launching early next year. It will also run across BVOD, social, radio, podcast and in-app, and will include an arm of dynamic creative matched to contextually relevant media placements across the UK.

The creators and businesses featuring in the campaign are all homegrown talent, who have been sharing their unique experiences with the TikTok community. Russ aka @hardestgeezer, who is currently sharing his journey running the length of Africa for charity on TikTok, and Nik aka @madewithmudpottery, a potter who has found viral success sharing her unique range of dignity mugs for people with different accessibility needs, are among the creators starring in the campaign.

Speaking about the campaign, Harry Wilson, head of marketing TikTok UK, Ireland and Nordics said, "TikTok is a place to be inspired and discover new things. Every day, our community prove that a dose of inspiration can go a long way. It Starts on TikTok is about celebrating the extraordinary moments that spark when communities come together. We hope this campaign inspires people to discover a new hobby, search for that recipe or even turn their passion into a career. We have loved bringing It Starts on TikTok to life with Lucky Generals.”

Danny Hunt, creative director at Lucky Generals, said, “From someone finally nailing a poached egg after years of soggy failures (yes, that is from personal experience), to self-confessed couch potatoes smashing 5Ks, or even people launching small businesses…It starts on TikTok.”

The campaign stars:

@hardestgeezer (44.1k followers): Russ is on a mission to become the first person ever to run the entire length of Africa, all to raise money for charity. He's been capturing his journey on TikTok and inspiring others to take up running in the process.

@madewithmudpottery (61.2k followers): Nicola runs a small pottery business, and her Digni-TEA mugs - designed as an alternative to children's sip cups for those with less stable hands - have had huge success thanks to her community on TikTok.

@thegrubworkskitchen (1.1M followers): Nathaniel is all about making cooking accessible and easy to understand, sharing tasty recipes that don't require fancy gear.

@jdrunsfar (178.3k followers): Jonny is a star within the TikTok running community, sharing everything from run club content to recipes and recovery tips. Recently, he's been running the entire length of the TfL network to raise awareness for the charity CALM.

@nikyyoga (134.6k followers): Niky is a yoga instructor and educator, whose videos focus as much on the mental health and wellbeing benefits of yoga as the physical ones.

@mrlondontv (712.1k followers): Markell is a PT focused on helping women achieve their fitness goals, whatever their ability level or stage of life.

@kitchen_diaries_by_zubda (510.9k followers): Zubda is a London-based foodie, who shares amazing recipes and tablescapes that keep our community inspired to try new flavours.

@jack.designs (881.3k followers): Jack describes his page as a place to relax, and his Sunday reset videos have definitely proven to our community the power that lies within a good house clean and tidy up!

@javeno7 (1.2M followers): Javeno is a PT who celebrates the journeys of his clients - who have all faced their own physical and mental challenges.

@mealsbymitch (1.2M followers): Mitch is known and loved for his budget meals, with many feeding a family for under a fiver. Now his recipes have been published in his own cookbooks, he shares easy to follow recipes and inspiration with our community.