TikTok
The SeaShanty

We were asked to make a TV ad. Four days later, it aired during The X Factor. When Scottish postman Nathan Evans went viral with his sea shanty “Wellerman”, we moved fast to turn the moment into culture. As part of TikTok’s #ItStartsOnTikTok campaign, we built and delivered a TV spot in just four days, bringing the energy of the platform onto the biggest screens. The campaign ran across major UK moments including FA Cup fixtures, The Masked Singer and The Voice, featuring Nathan alongside a remix that amplified the trend beyond the feed. The result of this campaign was huge: 4.6 billion hashtag impressions in-app and a VTR 239% above benchmark, proving how quickly TikTok moments can scale into mainstream culture.

Featured In: The Drum, Adage, Campaign, LBBOnline, Forbes.

Collage of news headlines and articles about the viral sea shanty trend on TikTok, including titles from Forbes, BuzzFeed, and other media outlets.
Screenshots of TikTok UK social media posts. The first shows a humorous tweet about a sea shanty song from 2021. The second displays the most played songs of 2021 with a colorful background. The third features a masked graphic with the text 'hands up
Text infographic displaying social media metrics: 4.6 billion hashtag impressions in app, view through rate 239% above benchmark, 30 million video impressions, over 3 million engagements.
A young man wearing a yellow hoodie with a tattoo on his hand, smiling with a confident expression, standing against a green background.