Building a TikTok-native creative ecosystem

THE CHALLENGE

Home renovation increasingly starts on social media, long before people enter a store or make a purchase.

The challenge wasn't simply to put Komfort on TikTok — it was to make the brand behave naturally on the platform.

THE STRATEGIC DIRECTION

Instead of treating TikTok as another advertising placement, we built a content ecosystem around the things people actually come to the platform for:

inspiration + relatable renovation problems + useful ideas + creators.

THE CREATIVE RESPONSE

Creator-led storytelling, renovation dilemmas and practical inspiration became the foundation of an always-on system, supported by influencer marketing, PR and AI-powered production.

MY ROLE

Strategy + Creative

I worked at the intersection of Strategy and Creative — translating the strategic direction into a clear creative messaging framework and helping the creative team develop platform-native ideas and executions.

I also worked with Strategy throughout development to make sure individual content pieces remained connected to the overarching brand and campaign message.

THE RESULT

IAB MIXX Awards 2025 — Black Sales Weeks

The work helped establish a TikTok presence designed around the platform rather than traditional advertising conventions