The It Gets Better Project is a 501(c)(3) with a singular focus on empowering LGBTQ+ youth around the world to embrace and celebrate their authentic selves. It fulfills its mission to uplift, empower, and connect LGBTQ+ youth around the globe through storytelling and community building.
The It Gets Better Project partnered with Media Cause on 50 States. 50 Grants. 5000 Voices., a campaign aiming to empower LGBTQ+ youth through school-based projects in all 50 states. A key part of our campaign strategy included a TikTok influencer campaign to raise awareness.
For the 50 States. 50 Grants. 5000 Voices. campaign to be successful, It Gets Better Project needed to get on middle and high schoolers’ radar and entice them to participate by submitting an application in partnership with one of their teachers.
In order to do so, we needed to find a way to meet their target audiences where they are and speak their language. With so much content competing for their attention span, we also needed to make the campaign stand out. Because our campaign lacked awareness, we decided to explore an Influencer Marketing campaign on TikTok to target younger audiences and millennial educators, who would help reach other educators, further raising awareness about the grant opportunity.
We established and leveraged partnerships with creators, specifically educators, to launch the #FavoriteTeacher campaign with TikTok. #FavoriteTeacher was designed to give users the opportunity to acknowledge the important role of educators in the lives of teens and how important it is for LBGTQ+ youth to have supportive adults in their schools.
We researched and identified creators, specifically educators who identified themselves as advocates for LGBTQ+ youth and frequently created content. We developed an activation strategy, giving users the opportunity to acknowledge the important role of educators in their lives, called #favoriteteacher. Each creator shared a special story on TikTok about the role of an educator in their life, especially as an LGBTQ+ youth.
We worked with creators to come up with unique concepts for their posts and monitored the development of the content, ensuring timely delivery for client review and approval. We provided a complete brief for creators, including a campaign overview, links, deliverables, and timelines. We ensured all influencer posts included the appropriate messaging and were posted in the correct time frame.
Once all the content was published, we delivered a report to the client midway through and at the end of the campaign, detailing the results and impact against the goals.