A trend that blew up on the short-form video platform TikTok in the UK formed the basis for a TV ad to grow reach for the company, but its marketers needed to move extremely fast to capture the breaking trend, revealing lessons for other brands planning to take the same approach. 

Why it matters

TikTok’s four-day turnaround of a TV campaign based on a viral video that began on its platform reflects how the platform can find a community for organic content and, as a media organisation, how it is able to move fast and with conviction to capture a...