We implemented a bold and adventurous content strategy featuring the Riot Squad in a series of extreme and eye-catching activities: tank driving, wing walking, and even international day trips. This dynamic approach quickly grew the account to tens of thousands of followers and millions of likes. Most importantly, the anti-smoking message resonated strongly with young people.

What we achieved...

Riot, a smoking cessation company, wanted to spread their anti-smoking message far and wide. However, advertising bans muted their voice online. They turned to TikTok, a platform where great content can rise to the top regardless of follower count or brand status. We developed a strategy centered around the "Riot Squad," a group of OAPs (Older Adult Protesters), each sharing their unique quitting smoking stories and encouraging young people to do the same.

Project Scope/Goals