Role: Creative Strategy, Social Strategy, Creator Strategy

#TikTokMadeMeGiftIt was an end-to-end shopping experience of gift-based entertainment to amplify the gifting behaviors for various identities and subcultures on TikTok.

We partnered with Estée Lauder’s portfolio of brands to officially launch this program with the hashtag, #TikTokMadeMeGiftIt, a nod to the ‘TikTok Made Me Buy It’ phenomenon. Within a week of launch, we saw strong organic brand and creator support for this content and e-comm strategy.

At 185 Million views and growing, #TikTokMadeMeGiftIt has taken on a life of its own, all grounded in our creative strategic framework.