The brief

TikTok’s B2B teams had a wealth of data, research and strategic insight to share with advertisers, but turning dense, jargon-heavy information into something engaging, and distinctly TikTok, required a different kind of storytelling.

My role

Working via Prose on Pixels (Havas), primarily with TikTok’s Europe and Middle East teams, I created B2B playbooks for verticals including fashion, beauty, food & beverage, travel and CPG. Starting with research-heavy strategy decks, I found the narrative, shaped the story and wrote the copy, translating complex information into accessible, persuasive content in TikTok’s playful tone of voice.

Each playbook became an editorial-style PDF of around 25 pages, tailored to the individual industry. Alongside the writing, I provided creative direction for designers, shaping how I saw the narrative coming to life visually. I also worked across product marketing, creating email sequences and webinars for products including Symphony Creative Studio, Spark Ads and GMV Max.

The outcomes

The resulting content turned complex strategy and product information into engaging B2B stories that felt at home in the TikTok brand, giving sales and marketing teams a more accessible way to communicate the platform’s opportunities to advertisers across industries and markets.