MENU

Let's set the scene... it's 2021 and brands are finally discovering TikTok but hesitant to put too much of their marketing budget into the teen dancing app. Jack in the Box tells (young, broke, and desperate) freelancer Emily, "We want to try out this TikTok thing, make us some funny content and we'll see where this goes".

The result? Balls-to-the-walls content that threw traditional notions of brand safety out the window. This tone of voice is the bread and butter of some of the most popular brands on TikTok today, but it was a huge risk back in 2021. Emily's irreverent style of humor became Jack in the Box's brand identity on TikTok and she eventually accepted a role as JITB's senior producer of strategy and content at Kyra.

Emily has also briefed and contracted influencers, worked with JITB's internal marketing team, and created Twitter and Instagram assets for the brand. Emily started working with Jack in the Box when they had 16,000 followers on TikTok and now they're at ONE MILLION and nominated for a Webby!