RB uses TikTok to share public hygiene advice with #HandWashChallenge campaign

RB brand Dettol achieved virality on TikTok with a public hygiene campaign.

The future of TikTok could scarcely be more uncertain. Will Bytedance, the Chinese owner of the social video app, be compelled to sell its Anglophone services? Will TikTok be able to overturn its ban in India, one of its most popular markets? And what does this turbulence mean for brand media plans? Questions are legion, and answers in short supply.