The question now is if the brand can sustain that level of engagement on a platform that is increasingly advertiser-dense and prone to fast-moving trends. Agency partners Saatchi Saatchi, Burrell Communications and Conill Advertising worked directly with TikTok and US Sweeps on the effort.

The automaker took a multiphased approach in the ramp-up to its official TikTok channel going live last week. Rewinding back to the start of the year, the brand introduced an integrated campaign to bring the Corolla Cross to market. “Find Your Groove” spots designed with Burrell Communications starred Fisher, a creator well-known for his dance videos and who commands an audience of over 2.1 million followers on TikTok.