tiktok 🤝 ed sheeran
In celebration of his new album Play, Ed Sheeran partnered with TikTok to host a one-night-only concert for select fans, which was also livestreamed on TikTok Live. Our task was to ideate and pitch content concepts that could be filmed for the @tiktok and @tiktok_uk brand channels within 30 minutes.
Role: Senior Copywriter
social content
The Insight: Ed Sheeran is not one to hide his chronically online nature, and he’s known to comment on videos or respond to comments that catch his attention, even if they're critical of him.
The Idea: Ed Sheeran reads and reacts to funny, unhinged, and inspiring TikTok comments, sharing behind-the-scenes album insights with his signature humor and relatability.
The Content:
The Insight: TikTok loves question formats like “Ins and Outs”
The Idea: Film Ed playing Play or Pause where he reacts to fun, fan-facing prompts, some UK-leaning, some tied to Play. Each choice will appear as OST, with Ed giving quick, natural reactions. The format is light, playful, and TikTok-native, while the naming ties it directly to his album
The Content:
fan pov
The fun didn’t stop with Ed, because we also captured amazing fan reactions before and after the event, giving audiences at home on the @tiktok account a complete picture of the experience.
stats
Exclusive content with Ed Sheeran, connecting fans to artist
3x bespoke concepts that connected Sheerios worldwide
A LIVE TikTok performance for 2.3M+ fans — becoming TikTok’s most watched music moments
2.5M views in the first 72 hrs, 90% more engagement vs benchmark
A global social TikTok takeover
A @tiktok, @tiktok_uk, @edsheeran collab + showcasing Ed’s fandom and music
Extended the experience to fans with live performance clips shared on social
134 replies and 7.8K+ engagements keeping the conversation going
the full team
Meet the rest of the creative team!
CD: Maddeline Glenski
AD: Jessica Navarrette
TIKTOK x MOJO SUPERMARKET