TikTok has launched a new campaign which spotlights the journeys of discovery starting on the platform.

The ‘It Starts on TikTok’ campaign is the social media giant’s first campaign with Lucky Generals and features the diverse range of places a simple browse on TikTok can lead to.

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The campaign will initially feature OOH and DOOH billboards, from Waterloo Station to the Cromination.

TV placements will also launch early next year, alongside, BVOD, social, radio, podcast and in-app marketing, TikTok revealed.

The campaign also includes creators and businesses, who have been sharing their unique experiences with the TikTok community, including @hardestgeezer, @nikyyoga and @mealsbymitch.

TikTok Head of Marketing Harry Wilson said.”TikTok is a place to be inspired and discover new things. Every day, our community prove that a dose of inspiration can go a long way.

“It Starts on TikTok is about celebrating the extraordinary moments that spark when communities come together. We hope this campaign inspires people to discover a new hobby, search for that recipe or even turn their passion into a career. We have loved bringing It Starts on TikTok to life with Lucky Generals.”