TikTok
#DiferenteIgualQueTu

How do you show that TikTok isn't just for teens, but for everyone?

The Brief

  • Problem

    For its official launch in Spanish-speaking markets, TikTok wanted to reach a broader audience beyond Gen Z. But many people still perceived it as an app for dances and teenagers, making it difficult to attract new users.

  • Idea

    #DifferentJustLikeYou
    A 360° brand campaign inviting everyone to share what makes them different.

    By putting creators front and center, we showcased the many ways people express themselves on the platform—not just through dances, but through diverse interests, identities, talents, and creative styles—delivering work that felt at home on the streets and native to social feeds.

ATL | OOH | Multi-Market Campaign | Social Media

50M views first week

For the film, we partnered with J Balvin and featured his newly released track, “In Da Getto”, as the campaign’s official soundtrack.

The collaboration turned the launch into a cultural moment, organically amplified by millions of fans across social media.

Billboard advertisement for TikTok featuring diverse individuals, some posing with props and others smiling in animated styles, with the TikTok logo and the slogan "diferente, igual que tú."
Bus stop shelter featuring a TikTok advertisement with a panda in a green sweater among colorful foam blocks, and the slogan 'nadie hace reir como tú. TikTok diferente, igual que tú.'
A billboard with a black background displays social media promotional content in Spanish. It features the TikTok logo and a photo of a woman with pink hair, wearing a straw hat, colorful hair clips, and makeup. The text says, "nadie es como tú" and "diferente, igual que tú," which translates to "no one is like you" and "different, just like you." The design includes teal, pink, and white accents.

Each message invited people to discover a different side of TikTok.

No one plays like you. (Silly content)
Cooks like you. (Food content)
Rumbea like you. (Lifestyle content)
Teaches like you. (Tutorials / DIY content)
Shines like you. (LGBTQ+ content)
Inspires like you. (Motivational content)
Says “awww” like you. (Cute content)
Lives like you.
No one is like you.

TikTok #DifferentJustLikeYou

A woman holding a small fluffy dog face to face, appearing to kiss it, with a black background and TikTok logo in the top left corner. Text overlay says "dice awwww como tú."
A young woman with light brown hair taking a bite of a large red velvet cake with pink icing and floral decorations on a white cake stand.
Three images of adventure sports: a scuba diver underwater, a person paragliding, and a group white water rafting on a river with lush green trees. Overlaid text in Spanish says 'vive como tú'.

#DifferentJustLikeYou Turned Perception Into Growth

+35% App Downloads (yoy)

Surpassed 20M+ Active Users

A person standing outdoors with a backpack, helmet, and protective gear, possibly preparing for or engaging in an outdoor activity, with a cityscape in the background and Spanish text overlayed on the image.
Popular TikTok video on a phone screen showing three men posing with a bowl of spaghetti, with a text overlay in Spanish that says 'nadie cocina tan deli como tú' meaning 'nobody cooks so delicious as you'.
A close-up of a black sign with white text that reads #Difference, located at a street or outdoor area, with a basketball logo and a white frame overlay.
TikTok logo with black background

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