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A template-led push that did something we do not plan for often enough: it crossed platforms. The trend started on TikTok and spilled into X, where the format got picked up by people who were not making TikTok videos at all.

That crossover is usually a sign the concept was strong enough to survive being separated from the sound. The campaign produced over 7,000 videos on TikTok, with the wider conversation running well beyond that.