SUMMER SALE - TIKTOK SHOP
The creative strategy centered around leveraging TikTok-native trends like summer fashion and summer courting to drive engagement while keeping the content fun, relatable, and inspiring.
For the "Summer Sale" campaign series, I partnered with our agency partner to create four UGC style videos for the shopper channel (tiktokshop_us), focused on increasing campaign awareness and showcasing TikTok Shop’s viral summer products.
I worked closely with our agency partner on talent sourcing, scripts reviewing, and providing rounds of feedback on video production and art direction. We incorporated popular creative formats such as the "scrapbook" trend,
with outdoor shoots that used sunny lighting, dynamic movement (e.g., hands crafting art, walking), and shifting camera angles to keep the visuals fresh and engaging.
On-screen captions and CTA messaging was also utilized to quickly capture attention and enhance discoverability within the TikTok feed.
INTRO TO TIKTOK SHOP
understand the UI features, while maintaining the platform’s core entertainment experience. By leveraging popular TikTok-native formats like GRWM and Fit Check, we ensured that the content felt authentic and engaging, blending educational value with entertainment.
As the creative lead for the consumer-facing "Intro to TikTok Shop" series, I managed the collaboration with our agency partner, guiding talent sourcing, TikTok trend identification, and the development of video concepts. The goal of this series was to educate shoppers on how to use TikTok Shop,
I oversaw script reviews, ensuring that messaging remained consistent with TikTok Shop’s brand tone, and led multiple rounds of video feedback to refine the visual and narrative elements. This hands-on approach helped maintain a cohesive look and feel across the series,
while addressing key perceptions around trust, credibility, and platform usability. The series, which delivered 23 videos, drove significant impact: 25.6M views, a 20% growth in followers, and a 10% increase in engagement.
It successfully introduced shoppers to TikTok Shop’s features, addressed concerns, and showcased the range of product discovery available—all while staying true to the platform’s entertaining, trend-driven culture.
the videos humanize the sellers by sharing their entrepreneurial journeys. I developed interview questions designed to resonate with consumers, focusing on how TikTok Shop has supported their growth and helped them connect with customers through its features.
I led the creative direction for a series of 16 consumer-facing videos aimed at building trust in TikTok Shop by highlighting the stories of 16 sellers. Through masterclass-style studio production with TikTok-branded elements,
In collaboration with our production agency, I provided art direction, ensuring that the visual style, storytelling, and overall tone aligned with our goal of increasing brand affinity.
The project emphasizes the diversity of our sellers—ranging from small businesses to entrepreneurs featured on platforms like Shark Tank—and highlights the real people behind the brands consumers are supporting when shopping on TikTok Shop.