GreenAware

The Objective

Boosting brand awareness to share a greener philosophy

Do Bits. Help Lots. This is the GreenAware way. They believe that by taking even the smallest step towards living more lightly, together we can achieve great things. Their mission is to help everyone be a little bit more “green aware”. They have a simple philosophy; if everyone does bits, it adds up to lots. GreenAware are committed to making it easier for everyone to be kinder to the world around us. Think small steps and straight swaps. Oh, and having some fun along the way.

Their organic TikTok presence is geared towards building awareness around their philosophy; Do Bits. Help Lots. For their first TikTok campaign they wanted to boost brand awareness and share their philosophy with the world. 

The Solution

Using Spark Ads and clearly defined content to build fans, not followers

How do you make cleaning your house and changing the bins sound and feel fun? That’s the challenge the GreenAware team faced. With this campaign, they were hoping they could lean into TikTok as an entertainment platform to help them solve the challenge by creating a community of fans, not just followers of the GreenAware brand. They enlisted the support of their social media agency Simply Social, a likeminded agency that fully subscribed to their brand ethos. 

Leaning on their expertise together they started from scratch. First, they defined what they wanted TikTok to achieve for them as a brand. Their aim was threefold. Be the brand making sustainable living available and accessible to all. Secondly, be the brand making it easier to be kinder to the world around us with quick swaps, and small steps. And finally, be the brand that consumers trust.

Having defined this next they decided how they wanted to communicate on TikTok. Given its entertaining nature, they saw an opportunity for a more light-hearted touch compared to their other communication platforms. With TikTok there was scope for them to not take themselves too seriously.

Their final consideration was the content they’d develop. The team were clear, all content needed to have a defined purpose. To make sure their brand and products didn’t get lost amongst trending content the team again opted for a three-pronged approach and used three distinct categories. 

The first was awareness. This category would highlight their sustainable product range, their USPs and where to buy it in retail stores. The second category would be more informational. It would highlight things like usage, product guides and the benefits of the GreenAware approach. The third category was to find and build fans not followers. The content followed a more entertainment-led approach using things like memes and trends. The aim was to connect in an entertaining way. 

All content creation used one of these three categories as a starting point. The team looked at how content and trends could fit around the categories rather than starting with a trend and trying to fit the brand into it.

The overall campaign objective was an increase in video views and they decided that TikTok Spark Ads were the tool for the job. Running in Ireland for October the campaign would target a broad 18+ demographic.

The team didn’t set any specific KPIs for the campaign as they were more interested in working out just what TikTok could do and how it could help them. To provide some sort of yardstick the team used internal benchmarks from previous activity to measure the performance of the campaign. 

The Results

Amplifying messaging to a relevant audience to boost awareness

TikTok really helped the team with its campaign objectives. The TikTok algorithm rewards engaging and entertaining content. So, by ensuring a consistent amount and strong level of quality content, the team could amplify their brand messaging to the relevant audience. In tandem, they gathered insights from TikTok Ad Solutions and their Account Manager to get the most out of the platform.

The bigger campaign impact was that the team opened up a new channel of communication for their brand. This allowed them to speak to a new audience in a meaningful way that was relevant to them. They also garnered some key campaign takeaways. Keep the content fun, relevant and beneficial. Ensure that content objectives are clear before creating content, and understand what the content’s purpose is, even if that purpose is simply to entertain.