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28 May 2021
Sea Shanty: from TikTok to TV in four days
AgilityWOM, Viral campaignsDouyin/TikTok
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.