Find The Unsigned on TikTok (Music Discovery)

  • Nhi (Nikki) Pham

As part of a wider brand campaign encouraging users and non-users to discover new music on TikTok, cross-functional teams aimed to increase non-user likability and tell the story of emerging music creators who found success through TikTok - 'the Unsigned' artists. To reach potential new users, we established presence in irl locations around the UK. However, the teams wanted more than just a 'marketing stunt': we wanted the content and our community of creators, to speak for themselves. I built the solution, a H5 microsite, designed specifically for out-of-app environments, with CTA directing visitors to download or open the app. This was access via a giant QR code on posters in locations like London, Manchester and more.