2021 Social & Influencer

TIKTOK SOUND AGAINST HURTFUL VOICES

TitleTIKTOK SOUND AGAINST HURTFUL VOICES
BrandUNICEF HUNGARY
Product/ServiceTIKTOK SOUND AGAINST HURTFUL VOICES
Category D04. Social Behaviour
Entrant FEAT Budapest, HUNGARY
Idea Creation FEAT Budapest, HUNGARY
Media Placement FEAT Budapest, HUNGARY
PR FEAT Budapest, HUNGARY
Production FEAT Budapest, HUNGARY
Post Production FEAT Budapest, HUNGARY
Credits
Name Company Position
Tomi Persely feat. Creative Director
Patrik Béky feat. Head of Art

Why is this work relevant for Social & Influencer?

Our campaign aimed to engage with an audience that are rather hard to reach via traditional media solutions. We wanted to interact with teenagers and not only reach them through a digital solution but find them on a platform where they spend most of their time nowadays. In Hungary, this is TikTok, which is not only a deeply source of creativity and connection for teenagers, but unfortunately a place where they can easily become target to bullying.

Background

UNICEF Hungary, an organisation for all the children considers online bullying an extremely worrying issue these days, supporting parents and teachers on the matter. However, so far they lacked the solution to meaningfully connect with the audience most affected by the hurtful sounds.

Describe the creative idea (30% of vote)

TikTok seemed an obvious solution to reach teenagers, however, we wanted to make sure to connect with them in a very authentic, engaging and innovative way. TikTok Sounds are the base of all TikTok videos, we started here and created a unique TikTok Sound that showcased what it’s like, when hurtful sounds of bullies want to diminish the teenagers’ self-esteem. In the same Sound we wanted to provide a solution and a positive, self-confident ending.

Describe the strategy (20% of vote)

UGC and the desired virality was at the core of our approach, since we could not rely on any paid solutions. Therefore, really observing TikTokers’ user- and creation behaviour, we decided to match our new TikTok Sound with the well-known Glow-up video creation method. This UGC solution is seamless, easy-to-make and what’s most important, really authentic for the target audience and provides them with a simple solution to raise their voices against online bullying.

Describe the execution (20% of vote)

We involved a few well-know TikTok influencers with high reach to create their own video and post on Stop Cyberbullying Day, in June 2021. This kickstart provided a massive flow of teenagers reacting to the videos, following the new UNICEF Hungary TikTok channel and sharing their own experiences with cyberbullying, which provided a unique way for the organisation to meaningfully connect with teenagers and also, really help them if needed.

List the results (30% of vote)

1.83M organic views, 6.6K new followers and 1.2K user generated content in one week.

Please tell us about the social behaviour that inspired the work

TikTok has risen to an incredible popularity in Hungary over the last two years. This is a platform where young users can “hide” from their parents, can express themselves through really creative videos, but also, where they are most prone to face serious online bullying that can harm their fragile, developing self. Researching for the campaign, it was clear that we will need a really unique solution to not only reach them but make them act have a stand against bullying. The observations on how TikTok Sounds work and also, how a Glow-up video van be popular also helped us to create a viral, meaningful campaign.