Using TikTok Duets to Spread Mental Health Awareness

Usually music marketing campaigns are focussed just on driving streams and generating fan engagement; but not often in spreading a genuine message. 

Decca Records wanted to go a different way about promoting their artist AURORA’s new single ‘The River’, a song which sees the artist AURORA, singing about allowing yourself to cry and it being acceptable to feel emotions.

Decca came to Fanbytes looking for a fresh way to reach a new audience for AURORA, and cultivate a brand new fan community around her new release. We knew that the best fit for this was a TikTok challenge of some sort.

When it came to creative ideation, Decca didn’t want to overlook the poignant themes of the track, but instead, wanted to make sure that the TikTok challenge was heavily based around the message.

We listened to this, and came up with a completely fitting challenge- the #YouCanCryChallenge. The campaign saw TikTokkers baring all and showing their raw emotions, then finally stepping back and joining hands with their friends and fans. 

This was made possible using TikTok’s in-built ‘Duet’ feature, which allows TikTokkers to create side by side videos with their favourite creators and their friends. The idea was to create a chain of ‘duets’ with thousands of TikTokkers joining hands in support of mental health awareness. 

Once the campaign was launched, all of the initial posts by our TikTok network were accompanied with the bespoke #YouCanCryChallenge hashtag and the #MentalHealthAwareness hashtag.

The challenge went absolutely viral on TikTok after only a day of our initial influencer posts running. The initial post by one of our Fanbytes TikTok Stars, Steven McKell, was featured on the app’s ‘For You’ page- meaning that the content was recommended to hundreds of thousands of people.

After the campaign had finished running on our end, our Influencers’ videos saw 649.4K views, which was a 550% increase from what was promised to Decca. 

It was clear that the strong messages behind the campaign resonated deeply with the wider TikTok community, as over 3000 TikTokkers created their own videos and joined the chain. 

One of the key learnings from this campaign is that having a strong message, and understanding what will click with your target audience is absolutely crucial for a campaign’s success. Take the time to comprehend the people you’re trying to reach and tap into their interests, concerns and cultural moments.

At Fanbytes, we’re experts at tapping into a Gen Z and Millennial audience- if you want to learn how to tap into TikTok, get in touch!

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