TikTok created the concept "Black Trends Are Powerful", a testament to the brand's commitment to celebrating Black culture and the Black community. Originating from our platform's dedication to consistently amplify Black creativity, the challenge was to create an in-loco activation that could transcend Black Awareness Month, allowing us to support our creators throughout the year.

The necessity behind it was to utilize the public spaces we had available as partners of the Liberatum Festival to showcase our creators ensuring their visibility while the generated PR would amplify our brand visibility results. It was important that the idea was concise budget-wise, allowing us to replicate it on several occasions, ensuring a sustained and resonant support.

Essentially, we choose not to showcase our brand on the press area backdrops in order to create room for highlighting our Black creators. The creative concept aimed to leverage available space at a high-profile event, frequented by stars in the arts and education, to ingeniously boost our creators' presence in spontaneous media coverage. It also revolved around defying expectations associated with backdrops by omitting any brand names, a departure from conventional designs. While omitting explicit brand references, we subtly incorporated the brand's colors and typography to maintain a discreet presence. The strategy involved identifying prominent names within our creator community, showcasing their profile pictures and TikTok handles on Blackdrop. This unconventional approach not only shattered expectations but also strategically elevated the visibility of our creators' profiles, ensuring our brand made an impact in a distinctive and memorable manner.

The entire "Black Trends Are Powerful" project, including the Blackdrop installations, relied on an organic media strategy, emphasizing our social channels, a curated squad of influencers covering the Liberatum event, and the Blackdrop installation itself to generate earned media value. Our goal was to amplify the brand's presence at an event celebrating Brazilian Black culture through organic efforts and our partnership with Liberatum. The impactful results in PR significantly contributed to the project's overall success, working towards brand visibility as a supporter of Black creativity within the platform. This strategic approach underscored our commitment to authentically engage with and uplift the Black community, making the project a meaningful contribution to our brand narrative.

The rationale behind selecting names featured on the Blackdrop involved an analysis of influential figures within the Black creators in the TikTok community. We aimed to represent diverse content verticals, as well as factors like gender, age, and region. The Blackdrop was strategically implemented at both plenaries of the Liberatum Festival, where notable artists and public figures such as Viola Davis, Erika Hilton (First Brazilian black transgender congresswoman) and Angela Bassett participated in panel discussions. Additionally, it was installed at the gala dinner hosted by TikTok during the festival, capturing significant press coverage as stars posed in front of our Blackdrop. Mirroring its success in São Paulo, the Blackdrop was also showcased at the Potências Pretas Awards by Mynd, one of the nation's premier celebrations of Black culture and creativity within the industry.

TikTok's presence at the Liberatum festival resulted in more than 115 organic media posts featuring images of famous participants framed in front of the Blackdrop, allowing Black creators from our community showcased on the Blackdrop to organically extend the reach of these publications without direct media investment. Plus 49 media posts mentioning TikTok's activation, all garnering positive or neutral sentiment. Most of them contained pictures of key opinion leaders from the arts, entertainment and politics, like Viola Davis, Angela Basset and Erika Hilton (first Brazilian black transgender congresswoman), which placed our narrative and creators in a position of relevance. Proprietary posts achieved 3.7M organic impressions, with an engagement rate of 2.8%, versus 1.6% average. Social Listening gathered 93 mentions combining 7M in potential reach. We saw a peak in our image attributes like: "Inspirational" (+21%), "Socially Responsible" (+17%), "Diverse" (+6%) and "For People Like Me" (+4%).