#InvisbileMeal/TikTok Campaign
Creative concept, content strategy and a global platform partnership for WFP’s first TikTok campaign.
01 / The Idea
Worked with TikTok to come up with an informative, yet fun way, to build hunger awareness. I developed the creative concept around the meal that should have been there — using an empty plate to make global hunger numbers tangible.
02 / The Partnership
I helped manage the partnership with TikTok, extending the campaign across 13+ markets and strategic creator channels. They featured us at the top of their (now non-existent) hashtag challenge page.
The partnership secured an estimated $1M+ in pro-bono value, giving the idea a level of reach WFP could not have achieved through paid media alone.
03 / Building the Campaign Journey
The campaign was designed as a full journey, not just a creator activation.
Creators helped introduce the idea and bring people into the campaign. In parallel, I oversaw the development of 23 videos for WFP’s own TikTok channel, so that when audiences landed on our page there was something meaningful waiting for them — content that explained the scale and realities of global hunger in a way that felt native to the platform.
We used the same central idea across different formats and stories, moving people from an attention-grabbing concept into deeper understanding of the issue.
04 / Results
2.8B
Hashtag Views
These results were generated when TikTok still maintained hashtag pages and actively supported the campaign through platform and creator placements.
460.7K
TikTok Posts
Posts using #InvisibleMeal during the campaign timeline — showing how far the idea spread beyond WFP’s own content.Posts using #InvisibleMeal during the campaign timeline — showing how far the idea spread beyond WFP’s own content.
$800K–$1M
Estimated Pro-Bono Value
Secured through the TikTok partnership across 13+ markets and strategic creator channels.
05 / The Takeaway
The campaign reinforced something I still use in my work today: start with how people already behave on a platform, then find the creative idea that connects that behavior to the message.
It also showed the value of moving early. TikTok was still relatively new, which created room to build a meaningful partnership with the platform and secure support at a scale that would have been far harder once it became more established. We were able to take advantage of that moment — and the result was a level of amplification and pro-bono value that would have been impossible to replicate later.