Launching Post Office on TikTok

I led the development of the TikTok launch strategy for the Post Office’s debut on the platform, guiding the organisation through the process of establishing a meaningful and sustainable presence on one of the world’s fastest-growing social channels. My role involved educating key stakeholders on best practices for leveraging TikTok to enhance brand visibility, connect with younger audiences and communicate the brand’s renewed purpose in an authentic, engaging way.

To ensure long-term success, I implemented a structured content creation and publishing programme, designed to maintain a consistent posting rhythm and build audience momentum. This included developing a creative framework for short-form storytelling, aligning content themes with audience insights and campaign objectives. In parallel, I established streamlined workflows for content review and approval, enabling faster turnaround times and greater agility in responding to real-time trends and conversations on the platform.

Through this initiative, the Post Office was able to confidently enter a new social space, expand its reach to previously untapped demographics and modernise its digital brand identity in line with evolving audience expectations.