Two Brands, One Platform: Launching on TikTok at Different Stages of Growth
TikTok rewards authenticity, but what that looks like varies dramatically between legacy brands and those still defining themselves. Drawing on her experience leading TikTok launches for both a one-year-old brand and a (hot off the press!) ten-year-old brand, Sally Minto unpacks what changes when brand maturity, target audiences, and business goals are worlds apart. This session goes beyond content to explore how brands must adapt their operating models, align internal stakeholders, navigate P&L realities, and define success on TikTok, offering practical, real-world lessons for brands launching at any stage
