Case 06 · TikTok LIVE x Comic Relief · Brand trust
Reframing virtual gifting through a trusted cultural partnership.
A product-integrated Comic Relief activation that made LIVE gifting feel purposeful, participatory and brand-safe.
Context
Virtual gifting needed a use case that people could immediately trust.
LIVE gifting could be misunderstood as a purely transactional feature. Comic Relief offered a familiar UK cultural moment and a trusted social-purpose partner through which the mechanic could be experienced differently.
What I did
I translated the partnership into a creator-facing product experience.
I led UK-side coordination and creator activation, working across Product, Marketing, PR and Legal to connect limited-edition virtual gifts, in-app visibility and creator communication with the Red Nose Day moment.
Outcome
The campaign created a more purposeful and brand-safe gifting story.
The activation showed how a trusted cultural partner and a native product mechanic could make participation feel social, positive and relevant to creators and viewers.
What this demonstrates: Brand partnerships · product integration · creator communication · brand trust