TikTok, which met with numerous challenges in 2020, launched a brand campaign created by Known, and backed by its data science and strategy teams. Known’s creative teams partnered with TikTok to develop, create and launch the #ItStartsOnTikTok campaign. The initiative surpassed all goals on metrics with more than 4 billion views. It helped to retain top talent on the platform, add million of new users, attract new advertisers, and build a broad coalition of support and advocacy for the brand. It continues to grow through earned media.