The B2B campaign that refuses to be boring
How we made TikTok Shop iconic (literally)
Here's a truth we hold close at distillery: B2B audiences are just people who happen to make business decisions. They scroll through the same social feeds as everyone else. They watch the same shows, laugh at the same memes, and respond to the same storytelling techniques. So don’t they deserve campaigns that make them smile instead of just ones that make them think?
When TikTok Shop UK came to us looking to attract more small and medium-sized businesses (SMBs) to the platform, we didn't reach for the usual B2B playbook. No stock photos of people pointing at laptops. No earnest voiceovers about "solutions" and "ecosystems." Instead, we asked ourselves: What if we made this truly entertaining?
The result was "Be Iconic on TikTok Shop," a campaign that brings together beloved British character archetypes to sell the dream of social commerce. The concept? Use iconic personas to show businesses how they can become iconic in their own right on TikTok.
“B2B marketing should be as creative and emotive as B2C to maximize engagement.”
Through six short films that ran on LinkedIn, we created something that looks nothing like typical B2B advertising. Each spot plays out as a genuine LIVE Shopping session featuring real products from businesses like Sports Direct, Herbal Dog Co, Tommee Tippee, and others already thriving on TikTok Shop.
Then our characters break the fourth wall to speak directly to potential sellers about why they should join the 200k SMBs already finding success with TikTok Shop. It's part performance art, part sales pitch, entirely unexpected — and that's exactly the point.
Our approach: Creativity, made to measure
But this campaign didn't start with characters or concepts — it started with questions. What are SMB owners actually worried about? What cultural references resonate with British audiences? How do you make e-commerce feel exciting rather than intimidating?
We used our “Creativity, made to measure approach” to dig deep into cultural and market dynamics before writing a single script. This empowered us to tailor the campaign to four key verticals — Beauty, Fashion, Home & Living, and FMCG — with messaging that speaks to the specific opportunities in each category. The films are supported by a full LinkedIn strategy, including carousels, single-page ads, and thought leadership content.
We're incredibly proud of this work and the partnership with TikTok Shop UK that made it possible. It represents everything we believe about modern marketing: that creativity and data aren't enemies, that emotion drives decisions even in business contexts, and that taking risks often leads to the biggest rewards.
Want to create campaigns that people actually want to watch? Let's talk about what we can do together.