10 years old. 9 million creations. 80 billion views. Jess Glyne’s ‘Hold My Hand’ was officially crowned TikTok’s Song of the Summer 2025, after its resurgence in popularity thanks to the viral Jet2holidays trend on TikTok. We were tasked to deliver this news to the nation’s press as part of our ongoing press office work to highlight TikTok’s impact on British culture – and they went wild for it.
Aimed to strengthen the platform’s position as the global leader in shaping summer music trends, TikTok’s annual Songs of the Summer announcement needed to take off just as much as the song associated with Jet2holidays itself. We leaned into the social virality and data behind it, highlighting the celebs that jumped on board the trend, a resurgence of nostalgic music, paired with media interviews of the stars of the moment: Jess Glynne and Zoe Lister (the voice behind the Jet2holidays ad), which culminated in TikTok’s biggest sweep of coverage for the campaign to date.
200 pieces of coverage
100% positive sentiment in news coverage
11 top tier broadcast news segments
51% UK share of all global coverage results
