Sage celebrates the nation’s small business with the first B2B ad campaign on TikTok


Sage, the market leader for cloud business management solutions, has teamed up with TikTok to launch the #BOSSIT2021 Challenge. This new UK-wide campaign invites small and medium-sized enterprises (SME) owners and entrepreneurs within the TikTok community to creatively express how they are thriving this year, despite testing times.

As part of its national brand campaign ‘Boss It’, Sage recognises the opportunity to reach a wider audience by extending the campaign onto TikTok. Backed by a dedicated Branded Hashtag Challenge, In-Feed Ads, bespoke music, and working with a host of UK SME creators, Sage’s #BOSSIT2021 Challenge launches today on TikTok, supported by promotion across its other paid and owned channels.

To drive further awareness and engagement, Sage will also take ownership of TikTok in UK for the day on Tuesday 9 February with a premium TopView placement, the first video everyone sees when they open the app. The Branded Hashtag Challenge runs for the next week on TikTok before the most creative #BOSSIT2021 creation is chosen by Sage to win a £5,000 home workspace.

Some of TikTok’s SME creators, including illustrator @evamalleyart, ice cream brand @bubba_ice, and small batch, hand poured candle maker @ivyandtwine, have already gotten involved to share how they’re bossing it this year. Sage will work with a wide variety of creators across the campaign, tapping in the platform’s unique characteristics and community as it seeks to engage and inspire people on TikTok with a playful and joyous campaign.

Kirsty Waller, VP Marketing, Sage UK & Ireland said: “We are right by the side of the dreamers and small business owners as they continue to Boss It despite one of the most challenging years in our country’s history. 

 “Anyone can start a business, whether it be a side-hustle, a kitchen table start-up or an opportunity to give back – although we’ve seen that the common thread that exists within them all is an unrelenting fire and gritty determination to succeed.  This campaign is a great way for us to put these determined heroes in the spotlight as they continue to grapple with the challenges of 2021.”

Niusha Koucheksarai, Head of Client Partnerships, TikTok, added: “This unique campaign truly speaks to the diversifying depth of content and people on our platform. It also shows the growth of small business owners sharing their unfiltered journeys of building their brands and succeeding against the odds. We’re really excited to be launching the #BOSSIT2021 Challenge and heroing our small business creator community – who continue to show such resilience during challenging times. We can’t wait for everyone to get involved and show us their creative takes on getting things done this year.”

The partnership between Sage and TikTok shows a joint commitment to support SMEs and inspire entrepreneurs. The #BossIt2021 Branded Hashtag Challenge will celebrate the wins and achievements, big and small, of SME owners and all TikTokers that want to participate – from launching a new website or shipping a record order, to DIY, hitting new weekend walk distances or simply learning a new skill.

The TikTok creators featured in the campaign are:


As part of the campaign there is £10,000 worth of prizes to be won, including a £5,000 (or the Euro equivalent) Wish List for one lucky winner to create their ultimate home workspace.