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
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POSITIVE SENTIMENT
Comments frequently mentioned, "this made me quit," showcasing the campaign's effectiveness.
Comments frequently mentioned, "this made me quit," showcasing the campaign's effectiveness.
TENS OF MILLIONS OF VIEWS
Ensuring widespread reach and engagement.
Ensuring widespread reach and engagement.
NATIONAL SOCIAL MEDIA AWARD
Recognizing the campaign's impact and creativity.
Recognizing the campaign's impact and creativity.
HIGHLIGHTS
COMMUNITY IMPACT
The campaign fostered a supportive community with high engagement and positive feedback.
The campaign fostered a supportive community with high engagement and positive feedback.
MESSAGE PENETRATION
The anti-smoking message successfully reached and influenced young viewers.
The anti-smoking message successfully reached and influenced young viewers.
ENGAGEMENT
The unconventional and daring content captivated the audience.
The unconventional and daring content captivated the audience.
Insights
