Over the last year, TikTok became the platform that brands wanted to be a part of. Building on its long history as a social agency, Day One Agency was able to set clients up for success.

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“Other platforms are about an individual's feed, or channels,” said Josh Rosenberg, co-founder and CEO. “But TikTok is an ecosystem. You have to be active and aware of what’s happening elsewhere.”

When clients including American Express, Nike, Chipotle and Walmart wanted to do more with social video, the indie agency created Day One Studios in 2021 to bulk up its social storytelling production services. In a prime example of using the TikTok ecosystem, Day One Agency made Chipotle a part of a separate Miley Cyrus campaign. The singer was promoting her new album, Plastic Hearts, using a TikTok trend that had users posting videos with the prompt, “If Miley Cyrus comments on this TikTok I’ll (________)." As Cyrus commented on the videos, TikTok users had to follow through on their promise—getting tattoos, naming babies and even getting married on the spot.

Day One Agency had Chipotle post a video captioned, “If Miley comments, we’ll put her burrito in the app.” A few hours later, she wrote: “Only if you name it ‘The guac is extra but so is Miley burrito.’” Within a day, the new menu item went live in the Chipotle app. 

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“The team saw Miley’s post trending and worked quickly with Chipotle to get in on the conversation,” said Rosenberg. “The turnaround time was almost overnight to get it live in the app.” The collaboration earned Chipotle 1.4 billion PR impressions and more than 200 million total social reach.

Day One Agency also helped Nike run a social-first campaign to target fans on TikTok by inviting them to learn a new sport. The agency found six influencers to try something new for 30 days—a figure skater learning golf, a quad skater learning how to skateboard and a potter learning to play soccer. Their progress was documented using the playlist feature on TikTok generating 30 pieces of content that attracted 200 million views.

For Walmart, Day One Agency combined holiday shopping deals with a TikTok filter inspired by the mobile game “Heads Up.” The gamified #DealGuesser featured 10 Walmart Black Friday deals. One player gave on-screen hints about the deal while the other player guessed to earn points. The hashtag #DealGuesser, launched using six influencers, was used 1.8 million times and saw 3.5 billion views.

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“We’re so proud of our team,” said Jamie Falkowski, Day One Agency's new chief creative officer and partner. “Everyone has been through so much in the last year, and to have our team come in, collaborate and produce great work has been awesome.”