Arby's: TikTok Launch

The Strategy

Arby’s had built a strong presence across Twitter and Instagram through fandom driven social work. TikTok represented a new opportunity to reach a younger audience and join conversations shaped by creators, trends, and fan culture. The goal was to launch Arby’s on the platform in a way that felt natural to TikTok, not adapted from other channels. We extended the spirit of Meatcraft into short form video, tapping into trending sounds, references, and communities while keeping the brand’s fan first voice at the center.

My Role

I helped concept and produce TikTok native ideas that built on the existing Meatcraft system. I created handcrafted builds designed specifically for short form video and adapted the look and feel to work within TikTok’s fast moving culture. I also helped art direct and edit the content to feel natural to the platform and consistent with how fans already created and consumed videos.