Visa + Men’s World Cup

I jumped onto the Visa team at Wieden + Kennedy as a freelance social strategist where I helped them plan and execute the TikTok part of their “Be The Reason” campaign during the 2022 Men’s World Cup.

Specifically, my role involved advising on TikTok best practices, planning the timing of the rollout, sourcing and selecting creators that aligned with the campaign goals, turning the campaign music into a trendy “TikTok sound”, and overall just making sure the campaign passed the TikTok “sniff test” as much as possible.

The campaign achieved 13.5 billion views on TikTok. (Money was involved.)

See the challenge homepage and some of the videos on TikTok.
(TikTok does a poor job cataloguing and maintaining past content.)