Bris

The Objective 

Bris is one of Sweden's leading non-profit children's rights organisations. To raise awareness of their support for kids and teens tied to rising gang violence in Sweden, the organisation came to TikTok for an engaging campaign that would capture the hearts and minds of teenagers across the country. 

The Solution 

Bris worked closely with the agencies Friends Agenda (PR) and First Lady (creative) to create an engaging, TikTok-first campaign perfectly tailored to their target audience. Their main focus was to increase reach and drive traffic to a new in-app H5 page where users could find essential information and then choose to read more or call Bris.  

Kicking things off, a TopView ad with 100% share of voice gave the campaign a head start. These premium placements are the first videos a user sees when opening the app, before merging into the first video of the For You feed.

For their creative, Bris worked with five popular influencers who read anonymous quotes from conversations between counsellors and children contacting the national helpline. This engaging and authentic content was then promoted using Spark Ads, giving Bris the power to reach their desired audience through a combination of automatic and custom targeting. Boosted as In-Feed ads, the organisation's successful organic TikTok content was spread far and wide on the For You feeds of young people across the country. Boosting native content in this way also meant that the original posts receive all the views, comments, shares, likes, and follows associated with the campaign. 

The Results 

The Bris campaign yielded a great deal of positive results for the organisation. More than 2.7 million people were reached during the campaign, alongside an impressive 1.2% click-through rate – showing a genuine interest in the organisation and its cause from the Swedish TikTok community.

What really stands out with this campaign is the high engagement performance, even though the campaign was optimised towards reach. A TikTok-first approach, collaborating with creators that resonate with the audience, and a strong message aligned with a current topic all combined to create a truly successful campaign.