Cast a national icon - In his undies

How do you get 28m organic views in one week on TikTok?

Cast a national icon

In his undies

Add snake, tarantula, crocodile

Voila

+

Robert Irwin, son of Steve Irwin features in this week’s big TikTok hit.

Compelling simplicity.

Definitely advertising, but cut in a TikTok-first way - short, sharp and so on point.

+

1.8m likes.

The campaign sets the bar high, generating $13.27 million in media impact in 48 hours.

hashtag#social2.0 hashtag#TikTokcreative hashtag#influencer