SOLIDARITY FUND
TIKTOK CHALLENGE
A
We needed to influence the youth to adhere to Covid-19 behaviours with a digital budget of under R1 million.
Insight: While the conversations about channel integration and ecosystems are critical to the success of a campaign, they are only one piece of the puzzle. While channels may be integrated, often the media and the message are still siloed.
Idea: TikTok, was the obvious platform to reach the youth but using the platform was not enough.
We needed to dominate it!
We were the first TikTok Challenge in SA.
B
Results: 25 million Impressions
But the currency with the youth is engagement!
We achieved 1 million engagements = R3.8 million in value