Going beyond the trend: turning viral hype into TikTok loyalty
After a lockdown-era viral hit (powered by fans, not ads), Little Moons knew it couldn’t just coast on past hype. It needed to evolve - from TikTok phenomenon to culturally fluent brand.
With the looming HFSS threat knocking paid off the table, I helped build an organic social-first content strategy rooted in a mix of planned content, reactive trend dabbling and creator-led content.I led creative, shot and edited videos, directed creators on shoots, and briefed influencers - turning a product-led brand into a platform-savvy presence that earned attention and refreshed its role in cultural conversation… four years after going viral.
Role: Creative Lead
