TikTok launches month-long #ThisIsBlack in-app and OOH model marketing campaign

TikTok has launched its in-app and OOH branding campaign #ThisIsBlack as part of its Black History Month activity calendar to celebrate black heritage and culture in the UK.

#ThisIsBlack is brought to life through a range of panels and educational content ranging from food, comedy, and music, including DJ and filmmaker @djkrystallake; Food and Taste Enthusiast @thegrubworkskitchen; Black History Activist and Educator @kaynekawasaki; and LGBTQIA + activist @Benjy_Lookbook among others.

The OOH ads will appear in iconic locations across the UK including the O2 Forum in Kentish Town, Peckham High Street in London and Castle Street in Cardiff, as well as prominent placements in over 200 locations across the UK. The campaign also includes a range of in-app activations such as Hashtag Challenges, Branded Effects, TikTok LIVEs, and TopView Ad Takeovers. Social ads appear on other platforms, including Facebook, Instagram, and YouTube.

TikTok said #ThisIsBlack will celebrate everything that makes the platform what it is today, including the community’s love for good music and food. During the month-long initiative, TikTok will spotlight groundbreaking creators, stories, art, music, literature, and food, and provide educational resources in the app to encourage everyone to be better ally with the black community.

Chef Ainsley Harriott will share his #GoodMoodFood recipes while black artists like Nile Rodgers and Darkoo perform LIVE to share their music with the TikTok community.

Trevor Johnson, Head of Marketing, Global Business Solutions for Europe, commented on the campaign: “We believe that TikTok will become a premier travel destination offering users a glimpse into the Black Lives Matter movement. Every day our community of 1 billion people around the world use the platform to tell their stories in creative ways. In this month of Black History, we are incredibly proud to continue supporting our Black community by providing a platform for representation in all areas of culture and enabling important conversations. #ThisIsBlack is a unique employee-led campaign that we hope can inspire us to move collectively towards a more just society. “

#ThisIsBlack is not only a fun and authentic celebration of black culture, but also a learning opportunity. For everyone at TikTok, Black History Month is also seen as an opportunity to educate TikTok users about microaggression and racism. The first TikTok Unpacks LIVE focuses on microaggression and is run by two black creators, the LGBTQIA + activist @Benjy_Lookbook and the campaign for diversity and inclusion @Bellewoghirenn.

“It was humiliating to participate in the #ThisIsBlack campaign,” said Kanye Kawasaki, British British history writer. “I joined Tiktok last Black History Month. For me, Tiktok was the place for Gen Z and Viral Tiktok dances, I wasn’t expecting to find an audience interested in UK black history and cultural commentary, but i did!

“For me, UK Black History Month is a time to highlight and celebrate the accomplishments of British black pioneers. Growing up, I was taught US Black History in school such as Martin Luther King, the Jim Crow Laws, and US Slavery. Now I hope that the next generation will also be informed about our own trailblazers – if not, I hope that they will find my videos! I intend to talk about British black history until it is considered British history; not limited to a month, but as a staple food. “

Comments are closed.