Expanding on its collaboration with the British Olympic and Paralympic teams, TikTok has introduced “It Starts on TikTok,” a new advertising campaign that showcases the app’s behind-the-scenes relationship with the international athletic event and highlights notable athletes from the UK. In order to help hundreds of British Olympic athletes better engage with their fans on the platform, the social media business established a collaboration earlier this year that included expert-led content development workshops.
In the latest campaign video from TikTok, a restaurant worker taking out the trash opens the app and sees videos posted by Paralympic GB triathlete Lauren Steadman MBE, Team GB heptathlete Katarina Johnson-Thompson, and Team GB boxer Delicious Orie. These athletes inspire viewers with their words about “starting.” The video highlights the ways that Team GB and Paralympic GB teams can connect with their fan base.
With the Olympics and Paralympics approaching, TikTok released a statement saying, “We wanted to celebrate the power of community, creativity, and athletic excellence and show how our athletes’ journeys can inspire people to start something new and embrace their passions.” In an effort to compete with real-time discussion apps like X and increase traffic around the games on the platform, TikTok, as the official partner of the British teams, will be showcasing exclusive content and insights from athletes. This could make the platform a valuable digital space for ad partners within the next few months.
On an app that was blocked this year from all UK government devices, TikTok is also attempting to promote positive messaging. Throughout the United Kingdom, billboards, TV, radio, and social media platforms will all feature the promotional campaign.