TikTok signs up Lewis Capaldi for BRITs campaign

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by Charlie Spargo

As partners of the BRIT Awards, social platform TikTok has launched a cross-platform campaign called 'Jump into the BRITs', featuring singer Lewis Capaldi and a range of TikTok stars.

The multi-BRIT Award nominee joins UK TikTok creators, including ShericeBanton, Mr_Tov, and SalihsWorld, to encourage fans to "get ready for the red carpet - TikTok style."

The campaign runs across TV, OOH, social and digital, and features Capaldi "getting ready", and using the portal to jump into iconic looks from the last 40 or more years of UK music, including grime, glam rock, and more.

It was developed by Social Lab in association with the TikTok marketing team, and will run until February 22nd.

Jana Ulaite, Head of Brand Marketing Partnerships at TikTok, said: "Music is an intrinsic part of TikTok and this partnership with the BRITs is a natural match. As a platform, we celebrate creativity and joy, and our partnership with Britain’s most prestigious music awards emphasises this.

"This campaign turns red carpet expectations on its head, by featuring TikTok creators alongside the self-proclaimed ‘King of TikTok’, Lewis Capaldi, making it accessible to everyone and fun."