How do you Hilton?
Hilton
How do you Hilton?
Client: Hilton
My role: Creative Director across concept development, campaign production and influencer content direction.
The brief: Hilton wanted to launch their first ever brand campaign on TikTok in the UK, reaching a younger audience the brand hadn't traditionally spoken to. The challenge was to show up on the platform in a way that felt genuinely native, not like a brand doing TikTok.
What we made: We developed a format-first TikTok campaign built around the idea of "How do you Hilton?" — an invitation for people to share their own Hilton experiences in the language of the platform. The campaign ran across One Day Max, Top View and in-feed ad formats, with accompanying influencer content I directed to set the tone and seed the idea authentically.