One brand that's currently excelling on TikTok is Duolingo. With over 6.7 million followers, Duolingo has effectively leveraged its quirky green owl mascot and embraced meme culture to create engaging, humorous content that resonates with a broad audience. Another standout is Hair Syrup, a UK-based haircare brand that has made significant strides on TikTok despite initial setbacks, including a rejection on Dragons' Den. Still, Hair Syrup capitalized on social media virality to become one of TikTok’s top small and medium haircare businesses.

One of my most impactful projects was directing a philanthropic campaign during my time at The Citizens Foundation, where I managed a digital awareness campaign focused on fundraising for education access in underprivileged communities. What made this campaign effective was a combination of targeted storytelling and strategic partnerships, where I crafted authentic stories featuring real students and community members, which created an emotional connection with our audience. I also collaborated closely with A-list actors and goodwill ambassadors who helped amplify the campaign’s reach through their networks.

My first move would be to highlight Robyn AI’s unique emotional intelligence and personal connection features through authentic storytelling. I’d craft compelling narratives and user testimonials that showcase how Robyn helps people feel truly seen and understood. Leveraging platforms like TikTok and Instagram, I’d launch interactive campaigns encouraging users to share their own “aha” moments with Robyn, creating a community-driven buzz. I’d also collaborate with mental health advocates, wellness influencers, and neuroscience experts to amplify Robyn’s credibility and relevance. By combining emotional resonance with educational content, we’d engage both tech enthusiasts and people seeking meaningful self-discovery tools.