TikTok UK’s first-ever video series had to set a precedent. Production was TV standard, but needed to be platform native too. And crucially, we wanted to create something that would empower, not speak for, the LGBTQ+ community.
We wanted our episodes to be reflective of the way in which the stories within Modern Love are told. This meant having an anthological approach but with a consistent theme.
We partnered with six LGBTQ+ TikTok creators – Tyreece Nye, Krystal Lake, Tarek Khwiss, Bailey J Mills, Mista Strange, and Elliot Douglas. They recited the breathtaking stories of their greatest loves, proving our ability to love deeply is a universal human truth that brings us all together, no matter who, or what, it is we love.
Poet Keith Jarrett came on board for the project, working with our creators to tell their modern love stories through the medium of poetry.
Director Joseph Wilson and musician Daniel Molyneaux were also on hand to ensure that our execution was of cinematic quality. In post-production, we used a variety of TikTok-first filters and features to ensure the content would look completely native to TikTok.
Six episodes – one for each creator – dropped simultaneously on TikTok, driving organic conversation among viewers watching at the same time.
We also utilised cross-channel promotion, with teaser content going live on Instagram too.
Niche interest and behavioural targeting is limited on TikTok’s ad platform, so we hit a broader audience still aligned with Prime Video’s core demographic. This meant we reached a much higher volume of users at greater cost efficiency, and meant we could amplify our message of LGBTQ+ celebration beyond the community’s own safe walls.
Our creators chose to share their work on their own channels, resulting in added value views and cross-platform engagement.