A New Campaign Intended To Promote Creators and Causes on the Platform
Each year, the five-day Cannes Lions International Festival of Creativity unites and celebrates the creative communications industry in its one-of-a-kind event.
Attracting a host of brands, agencies, media companies and consultancies looking to unlock maximum impact from creative marketing, Cannes Lions caught the attention of hotshot video-streaming service, TikTok.
At present, however, TikTok’s videos don’t fit into the existing Cannes categories, so the company has, instead, found its own way to celebrate – with a new promotion called #CreativityForGood.
This promotion encourages TikTok users to create a TikTok-style campaign or advertisement for one of four non-profit organisations or, alternatively, another cause they’re passionate about.
The four non-profits involved in the initiative are:
- Malala Fund:Founded by student and Nobel laureate Malala Yousafzai, Malala Fund invests in education programmes to help girls go to school and reach their full potential.
- It Gets Better Project: A nonprofit organisation with a mission to uplift, empower, and connect lesbian, gay, bisexual, transgender, and queer youth around the globe.
- IFRC:The International Federation of Red Cross and Red Crescent Societies (IFRC) is the world’s largest humanitarian network that reaches 150 million people in 192 National Societies through the work of over 13.7 million volunteers.
- One Tree Planted:Environmental charity One Tree Planted is dedicated to making it easier for individuals and businesses to give back to the environment, create a healthier climate, protect biodiversity and help reforestation efforts around the world.
As explained by TikTok:“Through the #CreativityForGood Hashtag Challenge, launching today, we’re showcasing how our global community of creators and users drive social change and inspire action – whether it be supporting a favourite charity, volunteering, or performing random acts of kindness to brighten someone’s day. As part of #CreativityForGood, we’ve also partnered with four international non-profit organisations that create good every day through their work.”
TikTok is, therefore, encouraging the production of content that will promote these nonprofit organisations, and will hopefully get the #CreativityForGood hashtag trending.
The company has also announced that it will donate $50,000 to each of the four nonprofits featured within the campaign.
Whilst the initiative will contribute to a broader awareness for the causes listed above, it could also potentially create new business opportunities, as users are encouraged to transfer their TikTok skills to brand promotions.
TikTok Launches #CreativityForGood Campaign to Highlight Creators and Causes on the Platform https://t.co/JJKUl5B0dC
— Matt Navarra (@MattNavarra) June 15, 2021
Showcasing the benefits of advertising on TikTok, TikTok could gain recognition as a promotional platform. Who knows, it could even land itself a nomination with Cannes Lions.
It’s a win-win situation; the campaign will benefit users, platform and nonprofit organisations all at once. It will be interesting to see how this plays out for TikTok. Will this be the beginning of a new business venture for the app?
Finally, for our previous #SocialShort, click here.
