Task

Vodafone Ukraine has been helping children from low-income families for ten years with the help of the Good Deed as a Gift project. It is a charity project in which the company pays for heart surgery and postoperative rehabilitation. On September 29, International Heart Day, the company decided to celebrate the history of the project and remind people of the importance of the heart in everyone’s life.

The company decided to celebrate the project in an unusual way – with the help of a challenge in TikTok, a social network that was new for Vodafone Ukraine, and therefore a real challenge. So we are faced with the task – how to adapt a serious info drive with TikTok virus algorithms?

Solution

We developed a bright and unusual challenge for TikTok, the essence of which was to shoot a video to the sound we developed with the phrase “That’s how my heart beats when…”. In the video, both popular bloggers and regular users showed what made their hearts beat faster: from travel to delicious food and favorite pastimes.

In order to ensure the viral nature of the challenge, we developed a comprehensive media promotion in TikTok: we attracted popular bloggers and told them about the initiative, offered participants a branded merch and placement on Vodafone social networks.

Result

• As a result, we have developed a full-fledged challenge for charity. The videos received a total of more than 1.4 million views. Well-known bloggers took part in the challenge - for example, Nadia Dorofeeva, who collected 23,000 likes on the video for the challenge.