This gold-winning campaign at The Drum Awards for Marketing APAC saw TikTok live-stream Nedd Brockmann's 1,000-mile run, engaging 4.7 million viewers and raising $4.9m for homelessness, showcasing how endurance can inspire collective action.
In 2022, Nedd Brockmann inspired Australia by running across the country, raising over $2 million for homelessness. But in 2024, he returned with a bigger mission: to break the world record for running 1,000 miles and to double his fundraising impact for charity partner We Are Mobilise. The twist? He would run every single step on a 400-metre athletics track. No scenery. No landmarks. No final destination. Just 10 days of raw repetition.
The challenge was more than physical - it was creative. How do you build mass engagement around an event with no visual variety, no cinematic setting, and no built-in drama? The objective became clear: turn endurance into entertainment, and discomfort into collective action.
The solution was TikTok. Not just as a platform, but as a vehicle to redefine what presence and storytelling could look like in a digital world. The goal wasn’t to post highlights - it was to live-stream the entire experience, immerse fans in every lap, and build a connected community that could rally behind the cause.
This wasn’t about creating a moment on TikTok. It was about making TikTok the moment - and turning every viewer into a participant in something bigger.
To capture the attention of the modern sports fan, we leaned into the power of real-time content, raw human storytelling, and platform-native engagement.
We launched the world's longest-ever continuous TikTok livestream. Three static cameras captured every moment of Nedd's effort, streamed live day and night. No edits. No filters. Just brutal honesty. But this wasn't just one long feed - it was a multi-layered broadcast. We produced over 25 hours of dedicated live programming, hosted by creators, athletes, and media personalities. From morning check-ins to evening wrap-ups, the second screen transformed the stream into a full content ecosystem that informed, entertained, and activated viewers.
To drive engagement beyond the stream, we embedded TikTok's tools directly into the experience:
From toilet breaks to blisters, viewers were there for every moment. TikTok wasn't just a distribution platform - it became the stadium, the crowd, the cheering, the media network, and the donation box.
While TikTokers had hosted charity streams before, Nedd’s 304-hour stream expanded the scope dramatically. For nearly two weeks straight, his TikTok account broadcast every moment of his run - day and night, without interruption. This level of sustained live coverage broke industry norms, becoming the longest ever TikTok livestream globally. On most social platforms, continuous multi-day streams are rare, but on TikTok – a platform known for bite-sized videos and brief live sessions – it was virtually unheard of. By streaming 24/7 for 12+ days, the campaign pushed technical and creative boundaries of TikTok Live.
This TikTok Live drew in 4.7 million viewers from more than 50+ countries. Viewer engagement was incredibly high, with 2,014,926 likes, 648,972 comments from 82,368 unique users, 19,083 shares, and 120 million total reaches. Because of this TikTok Presence, $4.9 million was raised and homelessness charity, Mobilise can now support over 400 years of housing, but most importantly over 1000 lives.
This campaign didn’t just raise the bar for TikTok engagement - it redrew it entirely. It was the first livestream of its kind: a 304-hour continuous broadcast of one person running on a track, with morning and evening shows, purpose-built for TikTok’s audience. This alone reimagined what TikTok Live could be - not a fleeting moment, but a long-form experience that sustained attention, inspiring action for nearly two weeks.
The continuous TikTok live stream attracted 4.7 million+ viewers, with over 1 million tuning in from overseas. The content garnered 2.1 million likes and 648,972 comments, reflecting the incredible social engagement.
During the Livestream, more than 25 hours of dedicated LIVE programming was created on a second screen below the live footage of Nedd’s record attempt. Celebrities, content creators, and sports personalities were enlisted to host and appear, which were used to help push fundraising and bring in their own audiences.
By blending the endurance of a traditional charity event with the interactivity of modern culture, this campaign set a new benchmark for platform-first storytelling. It redefined how a TikTok presence can not only entertain but also unite and mobilise an entire nation to support one man and a cause.