Brand Strategy · COLLINS × TikTok · 2024
Opportunity
Assessment
A ground-up brand strategy to define TikTok's global positioning. Ask anything about my research, my insights, my territories, or my process.
41
Stakeholder Interviews
12
Consumer Interviews
400+
Pages of Brand Docs
25
Competitors Audited
3
Brand Territories
4
Process Phases
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Explore the project
The Brief & Process
What was the brief?
What was Astha's role?
What was the research process?
Who worked on this?
The Problem
What problem was TikTok facing?
What did users think of TikTok?
Who were they really competing with?
What was the narrative gap?
Research Insights
What is algorithmic anxiety?
What did users say about connection?
What did nostalgia have to do with it?
What did real users say?
The Strategy
What were the 3 territories?
What is the brand promise?
What is the final brand framework?
How did the strategy evolve?
Territory Deep-Dives
The Silent Swipe
Sharpen Your Edges
Burst Your Bubble
Impact
Strategy language that made it
to TikTok's live About page.
3B
Monthly visits to TikTok.com
~100M daily · Similarweb, 2026
Strategy work
Live on tiktok.com/about
Brand Promise "The spark of something new" — the commitment to always surface something you didn't know you needed.
→
tiktok.com/about "It's about the joy of uncovering what you didn't realize you were missing."
Category Definition "Discovery through entertainment and community" — reframing TikTok away from social media.
→
tiktok.com/about "Endless Discovery" and "Community-Driven" — listed as two of TikTok's three core pillars.
Purpose "Open a world of discovery made for you" — putting the user at the center of the experience.
→
tiktok.com/about "For you, by you — an experience tailored to what you love."
Behavior "Champion real expression" — authenticity as an internal action standard.
→
tiktok.com/about "TikTok brings together communities to unleash their creativity and share authentic stories."
Behavior "Create space for every voice" — democratizing expression across creators and users.
→
tiktok.com/about "Creativity, collaboration, and connection" — the three values under Community-Driven.
Astha Avinash · Portfolio 2024
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