Rain or shine, if there’s one thing you can count on it’s that New Yorkers will wait in line for anything free.
In 2024, #BookTok got millions of us reading again garnering 45.9M posts with use of the hashtag as of February 2025.
What started as a TikTok themed food truck giving out hot chocolate to New Yorkers during the very cold third weekend of December turned into a fully decked out double decker bus complete with themed wraps, a photobooth, hot chocolate bar, and customized library where visitors could pick out a popular #BookTok book to take home with them. All custom branded elements included a Book Menu (which listed all the books visitors could choose from, descriptive words for each book, and age ratings), custom cup sleeves for the hot chocolate, stickers, tote bags, and photo strip print out that doubles as a book mark. Diligent research was done in order to achieve the perfect list of books that encompassed #BookTok's popular books while also highlighting BIPOC authors and inclusivity of diverse characters.
Social Impact
Many TikTok users who visited the first day of the activation made videos and posted to social which drove up awareness of the event and we definitely saw that the second and third days. TikTok videos posted on 12/20 highlighted the bus and all the giveaways as well as locations for the other days of the event and received over 70,000 likes in the hours after it was posted as well as over 500,000 views. Reactions were super positive and encouraged more engaging events in other cities.
My Role
Collaborated with the team to conceptualize and execute TikTok's Year on TikTok campaign within an accelerated timeline, working extended hours to deliver a thoughtful, high-quality activation in time for the New Year. Played a central role in project coordination by serving as the primary point of communication between the client, strategy and planning teams, production partners, and vendors, ensuring all stakeholders remained aligned on timelines, deliverables, and campaign objectives throughout the project lifecycle.
Contributed to the creative development of the activation by helping design key campaign assets and refining experiential elements that enhanced the overall guest experience. Led vendor negotiations to secure added value opportunities, maximizing the campaign budget while maintaining the integrity of the creative vision. Supported production planning and on-the-ground execution to bring a fully immersive, interactive experience to life, creating a memorable celebration of TikTok's community and Year on TikTok campaign. This project showcased strong cross-functional leadership, creative problem-solving, and the ability to successfully execute a complex experiential campaign under tight deadlines.