Comic Relief · Social impact
Red Nose Day Gifting Campaign.
A product-integrated campaign connecting TikTok LIVE virtual gifting with a trusted UK charity moment.
Company / partnerTikTok LIVE x Comic Relief
FocusSocial impact, creator activation, virtual gifting
RoleCreator communication and LIVE activation management
Case
Make gifting feel purposeful, social, and brand-safe.
TikTok LIVE partnered with Comic Relief to connect Red Nose Day with limited-edition virtual gifts, allowing viewers to contribute to the cause through creator livestreams.
I managed the creator activation side, translating the charity mechanic into creator-facing communication and livestream participation. The campaign helped reposition LIVE gifting as a participation format that could carry social purpose as well as entertainment value.
£500K+Public donation commitment made by TikTok in 2023.
2024Partnership continued into the following campaign cycle.
LIVECreator participation turned a charity moment into an in-app action.