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TikTok, the short-form mobile video app popular with Generation Z, has launched its first major UK marketing campaign during the Christmas holiday period.

After launching in China in 2016, the app has taken the millennial world by storm. Last year saw it experience a rapid global growth, becoming the most downloaded app in the world in the third quarter of this year (beating Facebook and Instagram).

Recognising the UK as a strategic market, TikTok looks to continue its period of growth by launching a campaign that covers digital and paid social, alongside a large-scale out-of-home (OHH) effort.

Targeting the millennial generation, the campaign will be complemented with a series of Christmas and New Year related hashtags and challenges. At any given time, on the app, you can peruse at least five different challenges that trending on TikTok. Users are encouraged to respond to the "challenges" with their own content.

The creatives for the campaign mirror the style of the app and capture the creative freedom of its user-generated content. Focusing on Christmas themes, the campaign will demonstrate how its users can capture content using the app to share with the TikTok audience.

As part of its OHH campaign, TikTok will plant itself right in London's centre by taking over Piccadilly Street and Oxford Circus from today (December 17) until New Year's Eve.