Les Schwab Social

Armed with the insight that young people use TikTok as a search engine, we decided to become the educational hub on TikTok for all sorts of tire-related facts: #TireTok. And it worked. Our TikTok on how to put on snow chains alone has almost 2 million views.

This approach also had an added benefit. While the agency was crafting the creative strategy and initial posts, we would be handing the TikTok account back to the client post-launch. The #TireTok format was perfect for this: low-lift, centered on their expertise, and requiring minimal editing.

Results: Account generated millions of views within first 7 days of launch

Role: Co-lead with my partner, leading the charge from concepting big ideas to directing on-site shoots and overseeing the post-production team through final delivery.

Partner: Spencer McAfee-Gundrum