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

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

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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.

“It Starts on TikTok” is a global multichannel campaign encompassing television, social platforms, digital media and out-of-home, and the heart of the campaign is 30-second brand anthem “Celebrating You.”

It also features 15-second videos, matching the length of the videos created on its platform, to celebrate the conversations, songs, stories and trends that have been born on TikTok and highlight some of the most recognized examples.

TikTok shared specifics in five categories.

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