TikTok Campaign for Prevent

The challenge

Appelberg previously produced animated information films for our client Prevent about how safety-conscious working behaviours help create a strong industry safety culture, but this time Prevent wanted to create content that could also engage and provoke wider discussion of the issues. And, it also had to be able to work on TikTok,  which was a previously untested channel for them.

The goal was to make something light-hearted and creative that conveys important messages about workplace safety culture, targeting people in managerial positions, work health & safety representatives and younger employees.

The solution

In order to create authentic content and engagement, we wanted to feature real people from an industrial workplace. We made several videos for A/B testing on the channel, to see what type of content would engage most with the target audience.

The subjects we chose with Prevent’s working group were:

• How employee behaviour is affected by positive feedback
• How common risky ‘this will do’ behaviours are among employees
• What employees think safety culture actually is

Through our knowledge of TikTok tricks such as transitions, hand-raising and loops, we created content that felt native to the channel, while at the same time ensured that the messages felt authentic through the honest answers we got from the employees. With the host Erik Matton, we were able to mix the spontaneous interviews with more directed humorous sequences.

In the campaign strategy, we included different creators, interests and hashtags to reach the target group. The films were also published organically on Linkedin, which meant that we reached the desired mix of target group: employees, people in managerial positions and work health & safety representatives.

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The results: view rate above Tiktok's own benchmark

‍Målet med kampanjen var att öka medvetenheten om ämnet och få personer att titta och interagera med videomaterialet, vilket vi lyckades med till låga kostnader. Trots en kortare kampanjperiod hann vi få ett otroligt resultat snabbt med stor spridning. Engagemanget och interaktioner från målgruppen var över förväntan med en view rate över Tiktoks egna benchmark.

Some key figures from the campaign:

• 1.1million impressions.
• Cost per view (CPV): SEK 0.04.
• Video view rate: 47%
• Interactions (likes, comments and shares): 1518

The organic posts on Linkedin were also successful based on views and engagement from Prevent’s followers. Of all the posts that Prevent has published so far this year on Linkedin, the film ‘Give Positive Feedback’ is the most liked and in second place for the most commented upon. So far, this organic post has received a whopping 673 likes, 65 comments and 90 shares.