TikTok Shares Its Inaugural Culture Driver List

TikTok shared its first ever Culture Driver list, highlighting 14 collaborations between brand marketers and creators on its platform. A spokesperson for the video creation platform said, “The list underscores the type of creativity and authenticity uniquely possible on TikTok that catapulted brands into the cultural zeitgeist by helping fuel true virality with the community.” TikTok’s inaugural Culture Driver list is: Best Road Trip: VW senior vice president of marketing Kimberly Gardner and musician Kurt Schneider. When VW debuted its ID.4 electric vehicle, Schneider created a song from the car’s chimes and other sounds, and it tallied 65 million impressions in 24 hours.Biggest Personality: Pizza Hut chief marketing officer Lindsay Morgan and Oneya D’Amelio. D’Amelio, whose handle is AngryReactions, created his own personalized pizza recipe, which was sold in the chain’s restaurants. Engagement was double what Pizza Hut expected, and site traffic spiked 50% on the day it debuted, driving more than 7 billion views of the #ForYouPizza hashtag.Life of the Party: Amazon Alexa global creative lead Jo Shoesmith and Pete Martin. Martin had a four-way conversation with Alexa and three versions of himself, saying work of this type builds better sentiment for brands.Most Blessed: EOS CMO Soyoung Kang and Carly Joy. Joy posted a genuine, funny, expletive-filled review of EOS’ shave cream, explaining exactly how to get a “smooth ass hooha,” and EOS responded with Bless Your F#@%ing Cooch shave cream, seeing website orders jump by 25 times.Most Comfortable in the Spotlight: Clinique vp, North America Sameer Agarwal and Jazzi Manalo Sullivan. When Clinique customers began asking about its new BB gel moisturizer, the brand wanted to be part of the present-day conversation on body positivity, and it was drawn to Sullivan partly because she is a makeup artist who doesn’t use foundation.Most Confident: Dove global vp Leandro Baretto and Jessia. Dove’s roots in the body positivity movement run deep, so when Jessia’s “I’m Not Pretty”—a bop with an uplifting message about how it’s OK to not be OK—blew up on TikTok, the brand got in touch. The #NoDigitalDistortion hashtag challenge reached 51 million views with positive sentiment in its first day, and in three days, users responded with 1,400 videos.Most Elfing: e.l.f. chief creative officer Ashley Rosebrook and Yoya Fabulosa. The #GameUp initiative merged the worlds of makeup and gaming, as the cosmetics brand worked with -house gamer Anna Bynum and TikTok creators like queer Latinx gamer and streamer Fabulosa. The campaign tallied 8.7 billion views in its first three days and over 17 billion overall.Most … Goldfish: Campbells Snacks CMO Janda Lukin and Taylor Pierce. Boban Marjanović of the National Basketball Association’s Dallas Mavericks palmed 301 Goldfish crackers for the #GoForTheHandful challenge, while dancer and choreographer Pierce topped out at 110. Marjanović’s TikTok hit 1 million views in 12 hours, and the campaign topped 10 billion views in three days, spurred on by TV, digital and social ads that drove viewers to TikTok to join the contest.Most Likely to Be On Time: Comcast senior director, digital and social communications Tiffany Wilson and Rollettes founder Chelsie Hill. Comcast’s #TeamofTomorrow in-feed video and branded hashtag challenge campaign dared viewers to compete with Olympians and Paralympians in a race against time, and the hashtag generated 9.6 billion views of 1.95 million videos from more than 900,000 creators, including wheelchair dance team The Rollettes, who scrambled to put their chairs together faster than paralympian David Brown ran 200 meters.Most Likely to Pick Up the Check: Koho CMO Alexandru Otrezov and Kyne Santos. What’s the best way to educate consumers about new financial options? Partner with someone who’s comfortable talking numbers. That’s how Canadian financial technology brand Koho found “math queen” Santos, who explains number theory, math history and investments—all in drag.Most Proud: T-Mobile CCO Peter DeLuca and Gunnar Deatherage. The wireless carrier sponsored the TikTok Pride Hub, working with a group of creators to showcase its mantra, “Be You,” and designer and former Project Runway contestant Deatherage created a Pride dress, walking his 1.3 million followers through fabric selection, pattern creation, sewing, pressing and the reveal.Most Real: Aerie senior vp of marketing Stacey McCormick and Vi Luong. Fashion brand Aerie was founded on principles of body positivity and inclusivity, which resonated with Luong, who migrated to TikTok from Instagram and began giving digitally savvy advice to other creators. Her first ever TikTok event, “Love the Swim You’re In,” drew 49 million views, and the #AerieREAL hashtag has topped 9 billion views to date.Most Tropical: PepsiCo Beverages North America vp and CMO for juice brands Anup Shah and animator Jon Deutsch. Tropicana tapped TikTok for the first time this past summer to back its Premium Drinks collection, and Deutsch “painstakingly” created intricate TikTok videos frame by frame.Smoothest: Jif/J.M. Smucker senior vp of customer experience and growth Charlene Zappa and Chakira Clark. Ludacris issued the #JifRapChallenge, a chance to spit verse (sometimes literally) with Luda himself in a TikTok duet. Aspiring emcees grabbed the mic, including Clark, whose rhyme racked up 1.5 million views.

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TikTok Shares Its Inaugural Culture Driver List

14 collaborations between brand marketers and creators were spotlighted

David Cohen

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David Cohen