BRAND:
ID Communication Group
AWARD CATEGORY:
The Best CSR Campaign
CAMPAIGN TIME RANGE:
17/5/2023 - 30/6/2023
CREDITS:
ID Communication Group
CASE STUDY VIDEO
STRATEGY
It's hard to trust someone that's alien to you. In terms of non-users, the greatest barrier of trust for the TikTok platform is unfamiliarity.
Due to our immense popularity amongst the younger demographic, the platform is often seen as childish, and having a lack of real usefulness in people's lives. Though the platform is easily accessible, non-users have decided that TikTok is not for them. They either refuse to try the platform, or give up before the platform learns about their interests and recommends content suited to them.
The strategy is therefore, to get them to the side of TikTok users. Or at least give it a try.
We want to demonstrate that TikTok is a huge community that has content made for everyone. Whether you're' mainstream or the most alternative of alternatives. Its' a platform to get a laugh. But it's also a platform to learn something, to connect, to share the most honest stories. It's a relevant app for whatever you're looking for in your everyday life. There's always something useful for you on TikTok.
INSIGHT
In Vietnam, the trust gap between users and non-users appears to stem from a lack of familiarity with TikTok.
"There is nothing useful for me on TikTok, it is for the dumb fun stuff"
“TikTok is the song and dance app for young kids"
Relevance and usefulness are key barriers of trust among non-users. These are common things non-users say about our platform. What they don't understand is that millions of people around the world find content that is useful for their lives on TikTok everyday. And this is due to a lack of first-hand or in-depth experience with the platform.
- Concern about data privacy, ‘Chinese app’ (Tiktok is being banned in India and received ban threat in US), negative impact on brain: short attention span, dangerous behaviours, bullying & harassment, anti-government.
- Concern about Impersonation, concern that children can access TikTok without the need to sign up or sign up without age verification, and lack of awareness about TikTok Trust & Safety effort (ie moderation team, features that help keep the community safe like ).
CREATIVE IDEA
Demonstrate how TikTok plays a role in different key moments of our users everyday lives and show how real content impacts our user's daily life, We can demonstrate our relevance and usefulness through unique content that centers around authentic, relatable moments of Vietnamese mas audience life.
• Enjoy relevant yet useful content.
• Go-to platform to discover what's trending, ex: food, news..
• TikTok enables its users to entertain & spread kindness in the community with inspiring videos, generate positive feelings, spread kind words.
TRY IT WITH TIKTOK
TRĂM XEM KHÔNG BẰNG MỘT THỬ
CONNECTION PLAN
Build inspiration:
Inspire users to stay positive and actively swipe off the negativity
Key assets: brand video
Promote TikTok's relevance & trust :
Social voice: KOLs via multi platforms channels
Hashtag challenge #tryitwithtiktok
1. User-centric algorithm learn user action to bring bright side:
- Staying time
- Swipe right
- Interaction ( follow, search, etc)
2. T&S features commitment to swipe off dark side:
- In-app Report
- Privacy policy
- Parental/ Guardian Control
- Screen Time Management
OBJECTIVE-BASE KPI
Relevance and usefulness are key barriers of trust among non-users. Among non-users, TikTok is seen as a platform that caters to younger audiences and lacks maturity as the content is mainly associated with dance trends and humour.
As aforementioned, there is a general lack of awareness that TikTok provides trust and safety features that help keep the community safe. Screen time management, parental/guardian controls, in app reporting and privacy controls are all features that safeguard our community, that the wider public does not yet know about.
We aim to create a digital wellbeing & positivity platform to improve the Trust Index as well as our Relevance & Usefulness scores after campaign.
In Vietnam, the trust gap between users and non-users appears to stem from lack of familiarity with TikTok.
