Branded TikToks
CLIENTS: Various
SCOPE: Brand Strategy, Creative Direction, Social Strategy, Influencer Sourcing, Scripting, Video Editing
I bottled The Washington Post’s secret sauce for brands.
The Washington Post was one of the first legacy publishers on TikTok and quickly rose to prominence with humorous riffs on serious headlines. Vanity Fair hailed The Post “the vanguard of Gen Z Media,” and the @washingtonpost TikTok team has won several Webby Awards, including Best Influencer.
I worked with a cross-functional team to research, market, and launch The Post’s branded TikTok offering. Leveraging proprietary insights and the platform’s viral trends and sounds, I led the development of brand-safe, repeatable TikTok formats for B2C clients, including Marriott Bonvoy, Netflix, Pfizer, United Airlines, and more. Beyond TikTok, these vertical videos were used to create high-impact ad units across The Washington Post.
Check out a few successful TikTok campaigns below!
Plot Twist:
Netflix x The Washington Post
To generate buzz and drive tune-in for the new Netflix political thriller series “The Diplomat,” we partnered with TikTok film/pop culture critic Megan Cruz, known as @jstoobs, and leveraged an unexpected #booktok trend.
Results
46%
above average watch time
15K+
video completions
1.2M
views
Trust Science:
Pfizer x The Washington Post
Pfizer wanted to combat science distrust and misinformation among Millennials and Gen Zers. Instead of seeing social media as the scene of the crime, when it comes to anti-science chatter, I saw an opportunity to meet the audience in their native social habitat.
Washington Post Creative Group partnered with trustworthy science influencer Dr. Kate Bredbenner, known as @simplebiologist, to restore understanding of science with approachable explainers. In the first TikTok, Kate reintroduced the scientific method—something most of us haven't thought about since grade school. In the second, released shortly before Thanksgiving, Kate gave thanks to science and shared the innovations that have most impacted her life.
Results
62%
above average watch time
30K+
video completions
1.6M
views
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The Regeneration of Travel
Marriott Bonvoy x The Washington Post
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Branded TikToks
@washingtonpost
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A Cup of Optimism
Yogi Tea x The Washington Post
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Seize the Daylight
Discover x The Washington Post
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By Your Side
Purina x The Washington Post
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29Rooms
Refinery29
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School of Self Expression
Neiman Marcus x Refinery29
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The Notortoise BIG
@thenotortoisebig
