Apple, is a brand that doesn't even Tweet or allow YouTube comments. We prototyped a video of a hands tapping to make objects mini, begged for moonshot money, and then sold a proactive TikTok-only iPhone 12 mini product launch. In the first 48 hours of the TikTok #makeitmini Challenge, 850 million (nearly a billion!) people actively engaged with it and 140 million people organically mentioned #iPhone12mini. While Apple’s previous TikTok experience was limited to pre-roll, they quickly evolved into celebrated creator.