Tiktok 🤝 ed sheeran
To celebrate the release of Play, Ed Sheeran partnered with TikTok for a one-night-only concert livestreamed on TikTok Live. I was the sole creative on the ground, leading creative direction with just 30 minutes to capture two social concepts with Ed. From exclusive moments with Ed to authentic fan POV interviews before and after the show, the work rolled out across TikTok’s global channels, turning the night into a shared moment for Sheerios worldwide.
STATS
2.3M+ live viewers on TikTok Live, one of TikTok’s most-watched music moments
2.5M views in the first 72 hours, delivering 90% higher engagement vs. benchmark
3 bespoke social concepts connecting Sheerios globally
Global rollout across @tiktok, @tiktok_uk, and @edsheeran
7.8K+ engagements and 134 direct replies driving real-time conversation
TikTok thrives on interactive question formats, so we created Play or Pause, a fan-facing prompt series with Ed. Because the content would live on TikTok’s UK account as well, we incorporated UK-leaning prompts alongside ones tied directly to Play
Beyond Ed’s content, I interviewed fans before and after the show, bringing authentic, real-time reactions to fans on @tiktok.
Credits
Creative Director: Madeleine Glenski
Copywriter: Keiarra McLean
Ed is famously chronically online and always in the TikTok comments. We brought that energy on camera, having him react to funny and unhinged TikTok comments while dropping behind-the-scenes insights about his new album Play.