The digital world is continuously evolving to cater for demands of the market especially with the new generation, the Gen Z. With this, together with SM Supermalls, we launched and strategized the official TikTok platform of the brand with #SMDaresYOU as the umbrella campaign to target the younger generation. The online campaign was amplified through KOL marketing, brand partnerships, TikTok trends and brand initiated challenges such as #DuetWithSM with drive-to-mall efforts.