TikTok Rising Voices Programme
The challenge
TikTok wanted to build its market share by being positioned as a socially responsible platform that is “in touch” with South African content creators. Our research unearthed several barriers to achieving this objective, such as the reality that many fledgling South African content creators are faced with difficult economic circumstances, a lack of education and little to no access to digital skills and training. We also identified a growing need for South African content creators of colour to bridge the pay gap and expand their reach globally.
The solution
The solution was an incubator-esque initiative called the Rising Voices Programme that focused on supporting local creators of colour through various means including digital skills development, content amplification, financial support and career-building resources. We were tasked with sharing the campaign message via an integrated PR plan that would activate the Programme, build hype and make a meaningful foray into South Africa’s digital content creation arena.
To optimise the results of the Programme, we needed to overcome the following hurdles:
- We needed to position TikTok in a market that is saturated by other platforms such as Instagram.
- We needed to appeal to a South African audience that is incredibly diverse in language, culture, belief and custom.
- We needed to dispel the myth that TikTok is “too American” and suited to Caucasian audiences, and develop a brand affinity with the South African market.
- Due to rising COVID19 levels, we were unable to host physical content creation workshops and needed to switch to webinars and digital events seamlessly and within a limited timeframe.
Campaign objectives
Our approach
We rolled out the PR plan for the Rising Voices Programme in three phases.
Phase 1: Call-to-enter
- Announcement media release in multiple languages
- Secured brand ambassadors, DJ Zinhle and Mihlali Ndamase
- Via the MSL NewsDesk service, developed ongoing media pitches
- Using MSL Fluency, we researched and partnered with popular (micro-macro level) creators of colour
Our approach
We rolled out the PR plan for the Rising Voices Programme in three phases.
Phase 1: Call-to-enter
- Announcement media release in multiple languages
- Secured brand ambassadors, DJ Zinhle and Mihlali Ndamase
- Via the MSL NewsDesk service, developed ongoing media pitches
- Using MSL Fluency, we researched and partnered with popular (micro-macro level) creators of colour
Phase 2: Creator shortlist, training and evaluation
- After securing 2000 submissions, we reviewed each entry via a scoring mechanism
- Using MSL fluency, we vetting 100 selectees
- Facilitated the media announcement of the final 100 creators
Phase 2: Grant announcement
- Disseminated announcement of the final 20 selected creators who were offered monetary grants
- Facilitated continued media profiling of the 20 grant recipients on key regional media platforms
- Hosted an exclusive media event online. The event secured a 100% attendance benchmark
- Assisted with additional brand collateral which was disseminated to a national database of tier-1 targets
Results
Additional value over and above campaign objectives
Content views
Followers gained
Content shares
Videos created
Results
Additional value over and above campaign objectives
Content views
Followers gained
Content shares
Videos created
We were thrilled to have received over 2000 entries during the application period, with so many of the video submissions showcasing the incredible talent of content creators of colour in South Africa. As we start the Programme, we wish all candidates the best and look forward to seeing how each creator brings the skills they learn to life.
Awards
PRISM Awards
- This campaign was awarded gold at the 2022 PRISM Awards in the Consumer PR Existing Product or Service category. This is TikTok’s first gold award for PR on continent.
- The same campaign was awarded silver in the Technology category.
SABRE Awards
- MSL was also awarded a certificate of excellence in Cause-related Marketing category of the SABRE Awards, the world’s largest and most sought-after public relations awards competition.
