The broadcaster wins top prize at the inaugural year for the Awards
A TikTok campaign by Channel 4 has been judged the greatest TikTok of the year. The campaign, Altogether Different, was devised by 4creative and picked up the prize in the inaugural TikTok Awards.
The Awards were voted for by 11 creative sector leaders. They chose Channel 4’s use of TikTok to promote its role in fostering diverse new voices to receive the honour of being heralded the greatest TikTok.
The campaign was built around the TikTok meme, ‘Tell me, without telling me’, asking viewers to showcase their differences using the well established format.
The campaign resulted in 287,000 users uploading 827,000 videos, which were viewed a total of 9.2 billion times, surpassing the targets both Channel 4 and TikTok had set for the campaign.
Amber Kirby, marketing director, Channel4, said: “Audiences could demonstrate what ‘Altogether Different’ means to them, making the message truly meaningful. It was delightful to see it bring people together in a way that champions everyone’s individuality.”
Vairi Maclennan, head of content at Mother and judge on the TikTok Awards UK panel, added: “Being successful on TikTok means immersing yourself in the platform. The best brands earn their right to show up on the ‘For You’ page by putting in the hours and understanding the community and creativity that make TikTok unique. Channel4 did this and then some. They understood the platform’s culture and married this with an understanding of their own brand’s role in culture. Rather than simply mirroring or mimicking platform codes they used them as a stage to build on – creating TikToks that were truly ownable as well as truly native.”
Stuart Flint, head of global business solutions for Europe at TikTok, said: “These awards celebrate the best of the best on TikTok. These brands and agencies have raised the bar, helping to spark the revolution in creativity we have seen over the past few years.”
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