Agency: Hearts & Science

TikTok wanted to cement their role in British music culture to grow engagement with a more mainstream audience. The Brits gave us a perfect vehicle to reach this audience so we gave it the full TikTok treatment and made the TikTok red carpet the main event. We encouraged TikTok users to get #redcarpetready, live streamed a performance on the red carpet by Lewis Capaldi and projected all the Brits red carpet action live on the Piccadilly Lights. TikTok grew by 33% and our top 5 red carpet videos were viewed by 78 times more people than watched The Brits itself.