| Story | For The Coca-Cola Company’s introduction to TikTok, it was of utmost importance to use TikTok in a way that was natural to the platform and its creators, while also promoting social good. A leading insight that immediately moved the Coca-Cola brand to action was the fact that BIPOC creators across TikTok are often the originators of viral trends and content, but are rarely recognised or compensated accordingly. This problem was something we hoped to take a meaningful step in correcting with our #ShareTheMagic campaign—an initiative specifically designed to give BIPOC creators the platform, compensation, and recognition they’ve more than earned. |