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Tribera Wins ‘Best Use of TikTok’ at the UK Digital PR Awards Alongside Household Brand WD-40

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Published Date 27.07.2023

Tribera, a creative agency located in the heart of Birmingham city centre, has been awarded the prestigious ‘Best Use of TikTok’ award by the UK Digital PR Awards 2023, thanks to its innovative blend of informative and tongue-in-cheek content produced for the family household brand, WD-40.

Founded in 2019 by industry experts Fran Nolan, Michelle Ivins, and André Picart, Tribera represents an impressive roster of well-known and successful consumer brands spanning multiple sectors – including Costa Coffee, West Midlands Trains, The Royal Mint, and St. Modwen Homes. Since the launch of the agency, Tribera has gone from strength to strength, now employing over 25 talented ‘Tribe’ members, and being named in The Sunday Times Best Places to Work List 2023.

Following investment into its social department, Tribera’s ‘Best use of TikTok’ award not only celebrates the team’s dedication and skills; but also recognises the significance and importance of curating a creative culture where unconventional concepts and innovative ideas are free to flourish.

With a focus to ‘penetrate the under 40’s market’ (pun intended!), Tribera successfully grew WD-40’s brand awareness amongst its key target audiences – DIYers and trade professionals – on a platform that didn’t exist for the brand previously. In just six months alone, Tribera achieved nearly 9 million video views, three viral videos, an increase in over 50,000 followers to the platform, and a whopping 1.4 million engagements.

Education was the key to success for this campaign, as Tribera cleverly positioned WD-40’s products as the go-to solution for hundreds of day-to-day tasks. But, to ensure the educational content was also entertaining, each concept had to be relevant, relatable, and purposeful. The team implemented humour into its content and piggybacked onto emerging trends – engaging younger audiences on the platform and sharing the WD-40 love far and wide.

Left to right – Fran Nolan, Michelle Ivins, and André Picart – Founders of Tribera

Sheridan Okey, Head of Digital PR, at Tribera, commented:

“We are honestly over the moon to win the UK Digital PR award for ‘Best Use of TikTok’. It means a lot to our team, as it acknowledges our strategic expertise in harnessing the power of TikTok to create engaging, viral content that captivates audiences and drives meaningful brand impact. It’s a real testament to the incredible talented Tribe we have.

“We absolutely love working with WD-40 and can’t wait to see what we can do next on TikTok!”

As well as claiming its ‘Best Use of TikTok’ win, Tribera was also nominated as a finalist for ‘Best Low Budget Campaign’ for the UK’s leading online design-led furniture brand, Swoon.

Learn more about Tribera’s award-winning campaign here.

You can follow the Tribera and keep up with industry updates, award-winning work, and their daily antics on Instagram, TikTok, and LinkedIn. For more information about Tribera, please visit, or email

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