Project: Creation of a social network
The Challenge
This brand didn’t just want to be on TikTok — it wanted to make sense on TikTok.
To launch the TikTok channel, we developed a new brand language that blends current platform trends with the company’s institutional values, creating authentic and engaging content.
The Strategy
Development of a new visual and verbal brand language adapted to TikTok, blending platform trends with the company’s core values. Strategy included:
– Creating short scripts with strong hooks and light humor
– Using trending audio and dynamic transitions with captions
– A/B testing different content formats and posting times
– Building an editorial calendar with educational, entertaining, and institutional content
Objective
Launch of an official TikTok channel with native content designed to build brand awareness and engage Gen Z through storytelling and platform relevance.
Supporting goals:
– Promote sustainability and transparency in a relatable, creative format
– Position the brand as an employer of choice among younger audiences
– Reinforce brand purpose through modern, authentic narratives
The Concept
Launching a TikTok presence for a company with a strong institutional foundation required more than visibility — it demanded a fresh brand language tailored to a new audience.
@TemNaVale emerged as a channel built with Gen Z in mind: rooted in TikTok-native aesthetics, purpose-driven storytelling, and a bold voice. No random trends, no corporate stiffness — every video crafted to inform, inspire, and humanize the brand.
Environment
From fighting climate change to protecting forests and supporting carbon-neutral initiatives — sustainable actions are shared using accessible, visual, and educational language.Concepts like circular economy or decarbonization become simple, curious, and shareable videos.
Culture
As one of the country’s largest cultural sponsors, the brand found in TikTok the perfect stage to showcase its impact.
Behind-the-scenes moments, stories from projects, and supported artists come to life through dynamic and emotional videos.
Diversity
Giving visibility, voice, and space to real diversity.
Inclusion programs, real employee stories, and affirmative actions reflect the brand’s true commitment to representation.
Employer Branding
The goal: to show young people a future that feels possible and inspiring within the company. Daily life of trainees, professionals from different areas, and inspiring leaders is shared with transparency, authenticity, and relatability.
Sustainable Mining
Yes, responsible extraction is possible. Through series like “Tem a Ver com a Vale”, content shows how mining connects to everyday life — from phones and electric cars to bikes and headphones. Educational and light, without sounding preachy.
Conclusion & Results
@valeconhecer established a strong presence on TikTok by using creative, accessible content aligned with brand values. The strategy reinforced brand perception as innovative and future-oriented.
Highlights:
– 72K+ followers
– 1.2M+ likes
– Up to 1.6M views per video
– Higher engagement on sustainability, innovation, and behind-the-scenes content
– Storytelling adapted to TikTok-native language