TikTok Shop needed to shift from being a sales-lead social commerce site to behaving like a brand, to attract the right customers and partners. I helped the brand team craft the brand narrative and Tone of Voice. I was also lead writer for TikTok Shop’s creative dept. The new campaign we created helped attract Asos, Adidas, and other higher end merchants. Social, CRM, OOH, In-app… the lot.