Handshake TikTok Relaunch

When starting at Handshake in May 2022, was tasked with re-launching a primarily dormant TikTok channel. With Gen-Z as our main target demographic, TikTok was a critical channel for the brand in order to build awareness and resonance.

Lead social strategy, content concepting, and influencer partnerships to re-launch Handshake’s TikTok channel into a source of inspiration and education for college students and recent grads looking to launch their careers.

Executed light paid media spend to drive views of successful organic videos in addition to channel and content management.


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### The results

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- 6.1M views of #JoinHandshake within one year
- 80+ influencer partnerships managed resulting in over 8m total video views
- 12M total video views of owned content and influencer content
- 60% increase in organic