This TikTok campaign for Sovereign Hill captures the stories of early pioneer life and gold rush settlement, providing a timeless and universal link to the area’s remarkable past. These tales of struggle demonstrate the spirit of survival that echo modern day social issues such as racism, gender equality, workers rights and more. Channelling these narratives enabled us to create a highly relevant and shareable suite of native content within the TikTok platform. This paid dividends for Sovereign Hill by propelling it into the consideration of set of Millennials and Gen Z to overcome brand legacy issues.