Amplifying Women in Music for TikTok's International Women’s Day Campaign

Women are shockingly under-represented in music. To challenge this head on and raise the voices of female performers on International Women’s Day 2021, TikTok and its creative agency AKQA Amsterdam developed the #WeAreHere digital and social campaign. To maximise appeal with core Gen Z audiences in markets worldwide, TikTok and AKQA chose LEAP to transcreate, produce and deliver the campaign assets in multiple languages and formats.

Timings were tight, but LEAP’s integrated advertising production teams were able to produce just under 80 films in one week – a hero film, a 20-second film, and a 10-second version in up to seven different formats. We also transcreated digital banner ads for selected European and Latin American markets.

LEAP’s collaborative and agile approach across our integrated teams ensured that nothing was outsourced. This enabled complete control of the entire creative localisation and production process from transcreation and editing to smooth and speedy versioning.

Leveraging our global network of copywriters, LEAP’s transcreation experts considered the nuances of audience, platform, culture and language to craft the copy and make it truly resonate. And, to take account of the many differences in sentence structure and word count between languages, our motion graphics editors worked on clever design tweaks to ensure that the foreign language messaging stayed true to the look and feel of the master creative and the rhythm of the edit.

#WeAreHere and its international versions won acclaim across the global marketing industry. TikTok and its agency were delighted with the results as well as the production process and returned to LEAP for additional collaborations including IWD2022.