With the annual Cannes Lions Advertising Awards coming up, TikTok wants to get involved – but unfortunately TikTok videos don’t currently fit into the current Cannes categories.
In light of this, TikTok is launch your own campaign, in partnership with Cannes Lions, called #CreativityForGood, which invites TikTok users to create A TikTok-style campaign or ad for one of four non-profit organizations in the partnership, or some other reason they are passionate about.
As explained TikTok:
“Through the #CreativityForGood Hashtag Challenge, launched today, we’re showcasing how our global creative and user community is driving social change and inspiring action – whether it’s your favorite charity, volunteering or occasional kindness activities to illuminate someone’s day. with an organization that produces good work on a daily basis. “
The four non-profit organizations participating in the initiative are:
- Malala Fund – Founded by student and Nobel laureate Malala Yousafzai, the Malala Fund invests in educational programs to help girls attend school and reach their full potential.
- The project is getting better – A non-profit organization dedicated to adding, strengthening, and connecting lesbian, gay, bisexual, transgender, and queer youth around the world.
- IFRC – The International Federation of Red Cross and Red Crescent Societies (IFRC) is the world’s largest humanitarian network, reaching 150 million people in 192 national societies through more than 13.7 million volunteer jobs.
- One tree planted – Environmental Charity One Tree Planted is dedicated to facilitating the return of people and businesses to the environment, creating a healthier atmosphere, protecting biodiversity, and supporting afforestation efforts around the world.
TikTok users are encouraged to create their own video clips to promote these reasons #CreativityForGood hashtag so we can enhance each key communication and raise awareness. TikTok also donates $ 50,000 to each of the four nonprofits.
It’s an interesting TikTok approach that wants to increase engagement around ad campaigns, and encourages developers to fundamentally consider how they could turn their TikTok skills into branding. Which can lead to them getting new, paid marketing opportunities – so while the focus here is on supporting these charities, a side benefit can be that it highlights the potential of branded content for more TikTok creators.
It can also help highlight the benefits of advertising at TikTok and the creative skills of its community for this purpose. The video clips, which see a lot of engagement, also highlight the potential of the platform in this regard – and perhaps TikTok will gain more recognition as a promotional platform and in the future for its place in the Cannes Lions competition.
Either way, it can be an interesting presentation of creative ideas in TikTok campaigns.
You can read more about the initiative and see examples of campaigns here.