TikTok

From artisans reaching global markets to educators making complex ideas simple, we wanted to showcase TikTok is where discovery becomes growth. 

Create an activation on the highly competitive main promenade that welcomed C-suite executives and world leaders and led to real conversations rather than passing brand exposure. Alongside it, manage complex VIP travel, accommodation and a separate evening reception.

Identity was selected to deliver a premium experience that met the sophisticated expectations of WEF attendees while maintaining TikTok’s distinctive brand energy.

• Brand Experience
• Event Management & Production

Identity’s approach centred on understanding TikTok’s business objectives at WEF and turning them into experiences guests could try. Working closely with the client team, Identity developed four interactive demos across TikTok’s three strategic pillars: powering small businesses and artisans, content creation as education and discovery, and culture and community, with one pillar split into two demos.

They featured real stories, such as artisans reaching global markets and educators simplifying complex ideas, to show how discovery on TikTok becomes growth and opportunity.

Identity’s creative design balanced TikTok’s energetic, creator-driven brand identity with the gravitas and sophistication expected at Davos. The team created an environment that felt approachable and human while keeping credibility with world leaders. The space design encouraged flow and dwell time, with distinct zones for browsing, deeper engagement, and private conversations. 

Identity also managed:

Executives moved smoothly through the week. The reception extended TikTok’s presence along the promenade, with a setting for more intimate networking.

The activation gave TikTok a credible presence at WEF, engaging global leaders on the platform’s business and social value.

Across the week, Identity welcomed 235 attendees through the space and facilitated 28 booked executive meetings, more than double TikTok’s target of 10+.

The interactive demos did their job: demo participation beat TikTok’s 70% target, and 60 guided demo tours gave attendees a hosted route through the experience. The main promenade location drew strong foot traffic from target C-suite and government attendees, with dwell times that showed genuine interest.

Feedback from TikTok executives and their guests was positive, with particular praise for how the demos translated TikTok’s platform value into tangible, understandable impact for business and policy leaders.