Sage, a cloud business management solutions provider, has linked up with TikTok to launch the video-sharing platform’s first B2B ad campaign. The #BossIt2021 Challenge campaign invites small and medium-sized enterprises (SMEs) to creatively express how they are thriving despite the difficult times we are living in.

The campaign is centred around the #BossIt2021 branded hashtag challenge, while being backed by in-feed ads, bespoke music, and partnerships with a group of UK SME creators, including illustrator @evamalleyart, ice cream brand @bubba_ice, and candle maker @ivyandtwine, among others.

“We are right by the side of the dreamers and small business owners as they continue to Boss It despite one of the most challenging years in our country’s history,” said Kirsty Waller, VP of Marketing at Sage UK & Ireland.

“Anyone can start a business, whether it be a side-hustle, a kitchen table start-up or an opportunity to give back – although we’ve seen that the common thread that exists within them all is an unrelenting fire and gritty determination to succeed.  This campaign is a great way for us to put these determined heroes in the spotlight as they continue to grapple with the challenges of 2021.”

Sage will also take over TikTok in the UK for the day on Tuesday 9 February with a premium topview placement, meaning the Sage ad will be the first video everybody sees when they open the app. And, as part of the #BossIt2021 branded hashtag challenge, the most creative video will be chosen by Sage to win a £5,000 home workspace.

“This unique campaign truly speaks to the diversifying depth of content and people on our platform. It also shows the growth of small business owners sharing their unfiltered journeys of building their brands and succeeding against the odds,” said Niusha Koucheksarai, Head of Client Partnerships at TikTok. “Were really excited to be launching the #BossIt2021 Challenge and heroing our small business creator community – who continue to show such resilience during challenging times. We cant wait for everyone to get involved and show us their creative takes on getting things done this year.”