TikTok #ThisIsBlack

TikTok #ThisIsBlack



Our Black community on TikTok have had such an incredible cultural and societal impact on our platform, and across many spaces and industries, but often feel overlooked when it comes to receiving the recognition for their contributions. Our aim with this campaign was to address that, by celebrating Black British culture, creators and content openly and unapologetically.


Create a space that puts Black Creators and their content at the forefront to be explored, shared and celebrated in all forms. 


We created an integrated campaign, connecting online and offline through three main touch points; OOH, experiential and our in-app content programming. Our aim was to ensure all aspects of the campaign felt connected to the main objective, which was to celebrate and recognise Black Creators across a wide variety of content pillars.


For our OOH campaign, we wanted to spotlight our Black UK creators, the content they create and put them in places where they would be celebrated the most; their local area. We placed over 200 OOH ads nationally, with special hero builds being set up in the communities where these creators reside – giving our creators and their content the recognition they deserve!


To celebrate the community in style, we put on an all day event which brought together brands, creators, businesses and users. The day consisted of informative panels, workshops, pop-up shops and live performances from acts including Kojey Radical, DJ Mercedes Benson & Juls.

TikTok Content Programming

For our in-app offering, we launched 8 hashtag challenges including #ThisIsBlack, #BlackGirlMagic, and #BlackOwned – giving space for creators to create, brands to get involved and users to explore all the content on offer:

DJ Krystal Lake


Copa 90

Across the month, we hosted a live streams series called ‘TikTok Unpacks’ – which focused on educating our users on key topics related to the Black community. We also launched a series of #thisisBlackMusic branded playlists featuring 4 Guest curated playlists from artists including Nile Rogers, Darkoo, Shygirl and Big Narstie.

Media Coverage

NME  |  The Drum  |  Campaign  |  Mobile Marketing


The campaign was widely recognised as a success by our community of Black creators, with a 100% satisfaction rate from our creator event. Our content programming generated a total of 28.6 million video views across all activations, with over 2,400 creations.

Back To Top