The objective
Drive awareness about mental health and Kids Helpline’s coping strategies resources Source content to use on multiple channels and amplify their Coping Strategies Campaign
The strategy
Dedicated to raising awareness of the importance of mental health in young people, Kids Helpline has built a reputation for sharing fun, accessible and useful content. In an effort to expand their content, the team at Kids Helpline collaborated with TRIBE’s creator community to share their own experiences, stories and coping strategies with their young audiences on TikTok.
Widely known as being particularly popular for GenZ users, TikTok was the perfect platform to reach their target audience. TikTokkers under the age of 24 pitched their ideas via the TRIBE app before creating their engaging, authentic and highly relatable content driving their audience to check out Kids Helpline’s Coping Strategies website page.
Tactics used
With such an important message, Kids Helpline collaborated with micro and macro TikTokkers. like James Oxley, a creator who entertains his audience with endearing and surprising skit, interview and prank content. While he’s known for being cheeky, James highlighted the 24/7 availability of Kids Helpline’s services while making the day of a young boy with whom he struck up a conversation. A heartwarming moment that was viewed over 2 million times.
Check out the top-performing post
TOP PERFORMER: @oxlee
Organic Performance
...and growing
Watch the content here
Want to discover how TRIBE can help you nail your TikTok strategy? Request a demo with one of our experts. Or if you’re ready to jump into the world of TikTok influencer marketing on TRIBE, create a campaign today or reach out to your Customer Success Manager to get started.
