TikTok LIVE Fest 25: “Make LIVE Count” Premium Brand Upgrade • New identity, IP & global brand TVC that elevates TikTok LIVE worldwide
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Case Study
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Results
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7.3 billion topic plays
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2.19 million global participation
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62 media reports
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200 million global TVC plays
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2 billion plays for the host/creator character story series
When LIVE scales, but identity gets lost.
TikTok LIVE is known for bringing creators and communities together in real time around the world. For TikTok LIVE Fest 25, the challenge was to evolve the platform from a functional live destination into a premium, inspiring stage that strengthens creator identity and encourages global belonging—built around the idea to “Make LIVE Count.” Our solution was to create and launch a new master brand system—bringing together identity, IP, and brand storytelling—then roll it out internationally to elevate TikTok LIVE’s presence and engagement.
Master Brand Framework & Visual Identity System.
Shanghai Monks partnered with TikTok LIVE Fest 25 to develop a comprehensive master brand framework for TikTok LIVE Fest 25. This included building and developing brand IP, and defining a cohesive brand direction that could scale across markets while staying true to the “Make LIVE Count” tagline. The goal was to position TikTok LIVE as more than a streaming feature—an intentional platform experience that celebrates creators’ passion and builds a global community.
Dynamic Brand Film (TVC) + Global Launch.
To bring the brand framework to life, we produced a dynamic brand TVC designed to feel premium, vibrant, and motivating—anchored on creator dedication, community connection, and creative expression. The film was then launched internationally on TikTok & other media and showcased at the TikTok LIVE Fest in Las Vegas, helping catalyze global attention and reinforcing TikTok LIVE’s upgraded brand identity as a distinguished live stage for growth.
