THE LINE on TikTok

NEOM seeded branded content about THE LINE on TikTok and let creators retell it in their own styles and languages. More than 400 creators across over ten markets made in excess of 4,000 organic videos, and the platform's THE LINE content passed 500 million views.

The brief

Global audiences asked to picture THE LINE, a city that so far exists mostly as a plan.

The idea

NEOM seeded content on TikTok and let over 400 creators in more than ten markets retell THE LINE in their own voice and language, producing over 4,000 organic videos.

What to borrow

When the product cannot yet be shown, handing the story to creators turns one brand's claim into many people's imagination.

Brand	NEOM
Agency	Not named on the source
Talent	Not named
Channels	social, digital
Source	Communicate Online