Embattled TikTok Kicks Off Global Multichannel Campaign ‘It Starts on TikTok’

30-second anthem ‘Celebrating You’ is the backbone of the initiative

TikTok's campaign also features 15-second videos, matching the length of the videos created on its platform TikTok

In the midst of threats of having its operations severely hamstrung by the administration of President Donald Trump and speculation about new ownership, TikTok kicked off its largest ad campaign in the U.S. to date.

@9Number9 david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.