2021 Social & Influencer


Category D04. Social Behaviour
Media Placement BEYOND.ONE Hamburg, GERMANY
Production DAHOUSE AUDIO São Paulo, BRAZIL
Name Company Position
Gabriel Mattar INNOCEAN Worldwide Europe European Chief Creative Officer
Ricardo Wolff INNOCEAN Worldwide Europe Executive Creative Director / Lyrics
Stefano De Luccia INNOCEAN Worldwide Europe Creative Director – Art Director
Jack Christensen INNOCEAN Worldwide Europe Creative Director – Copywriter
Ana Conrado INNOCEAN Worldwide Europe Senior Art Director
Thomas Bengtson INNOCEAN Worldwide Europe Senior Copywriter
Rohan V. Fernandes INNOCEAN Worldwide Europe Copywriter
Laura Werneck Moura INNOCEAN Worldwide Europe Intern Art Director
Fernando Souza INNOCEAN Worldwide Europe Intern Copywriter
Paulina Gonzalez INNOCEAN Worldwide Europe Head of Capacity Management
Jonathan Hill INNOCEAN Worldwide Europe Client Service Director
Melanie McMillan INNOCEAN Worldwide Europe Account Director
Min Kyung Park INNOCEAN Worldwide Europe Senior Account Manager
Ichraq Sabbani INNOCEAN Worldwide Europe Junior Account Manager
Fabian Barz INNOCEAN Worldwide Europe Head of Production
Allison Markert INNOCEAN Worldwide Europe Senior Producer
Carlos Suárez INNOCEAN Worldwide Europe Editor - Motion Designer
Sophia Goerner INNOCEAN Worldwide Europe Head of Strategy
Serena Merletti INNOCEAN Worldwide Europe Senior Digital Strategist
Suzana Maranhão INNOCEAN Worldwide Europe Junior Strategist
Jeanette Okwu BEYOND.one Managing Director
Robin König BEYOND.one Senior Partnership Manager
Valeriia Mukhai BEYOND.one Social Media and Influencer campaign Manager
Lucas Mayer DaHouse Audio GmbH Lyrics / Composer / Music Producer
Brenda Mayer DaHouse Audio GmbH Singer

Why is this work relevant for Social & Influencer?

When it comes to influencers, we often connect them with Instagram as the main platform to promote products and services. While TikTok has just recently stepped into the spotlight with creators gathering millions of views and followers with their content. By tapping into this rather new territory of using TikTok creators to spread an important PSA, “Dance against predators” got attention for an important topic in a completely new way. And with 4,7 million views in just 24 hours proved that it worked.


Online grooming has become an increasingly urgent topic. With an estimated 750.000 child groomers active online daily. And yet how online groomers approach their young victims is still widely unknown.

Describe the creative idea (30% of vote)

To educate young audiences about the dangers of online grooming, we partnered with Amber Alert to write a love song that hid the five steps of online grooming in the lyrics. We then turned to influencers on TikTok to launch a dance challenge that like most dances, spread like wildfire. While the actual message of the dance was hidden at first, it was revealed on International Missing Children’s Day by local law enforcement.

Describe the strategy (20% of vote)

People dance for all kinds of reasons. To celebrate. To entertain. To laugh and to simply enjoy the moment – which is why dancing is a big part of what makes TikTok the go-to app for younger audiences. So, in order to approach a younger target group, we not only used a platform they’re already using, but also sent our message in a way that they would notice: through dance.

Describe the execution (20% of vote)

The main media used in the campaign was TikTok. Not only because it’s popular with younger audiences, but also because it’s one of the most important platforms when it comes to online grooming. In order to generate PR, we used creators and influencers on the platform to spread the dance. The dance was online for 24 hours until on International Missing Children’s Day we revealed our true message.

List the results (30% of vote)

The hashtag #checkbeforeyouchat reached over 5 million people in 25+ countries in just 24 hours, sparking a global discussion about online grooming with an estimated 4,7 million video views. It also inspired huge organizations such as Interpol to support the campaign on social media turning a viral dance into one that challenged predators on and offline.

Please tell us about the social behaviour that inspired the work

Platforms like TikTok thrive on the unfiltered and direct connection between creators and viewers. Which is also one of the main reasons why platforms like TikTok are the perfect vehicle for online groomers to approach their victims. So in order to raise awareness of this problem, we used an approach that young audiences could relate to. Something that they’re familiar with and that they love to watch and share: dance challenges.