Building Scalable, High-Impact Campaign Content
Context
The TikTok Ad Awards were created to spotlight the agencies and brands driving innovation in TikTok-first creative. As the program scaled across multiple regions, the challenge was to build an insight-led content engine that would educate and inspire the marketing industry while supporting campaign goals around reach, engagement, and authority.
My role
I led the cross-channel content strategy for the TikTok Ad Awards campaign, supporting its full lifecycle – from initial promotion and market amplification to post-event storytelling and trade press coverage. My objective was to ensure every content touchpoint educated audiences on what success looks like on TikTok, through real-world examples and strategic messaging.
What I did
- Developed an integrated content plan spanning web, social, email, and trade partnerships.
- Authored content across key touchpoints: campaign landing page, emails, and high-performing social copy.
- Created reusable shortlist and winner blog templates, which were adopted by 7 regional teams.
- Wrote case study video scripts spotlighting winning campaigns.
- Led development of trade media content, including articles published in Forbes and Business Insider.
Results
- Business Insider article attracted 25,000 unique users in three weeks with an average read time of 2.49 minutes (18 seconds above benchmark).
- Forbes features enhanced credibility and provided evergreen storytelling assets for B2B marketing.
- Centralised templates and assets enabled rapid localisation and scale across EUI markets.
Takeaway
This project showcases my ability to:
- Build and manage cross-market, insight-driven campaign storytelling.
- Create scalable content systems used across regional teams.
- Turn high-performing creative and campaign data into influential brand and trade narratives.
- Collaborate with marketing, PR, design and localisation teams to deliver unified content experiences.
Natasha Onwuemezi 
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