Children with Disability Association​

The objective

Driving website traffic to increase charitable donations​

The Children with Disability Association (CWDA) is a non-profit organisation founded in 1982 by a group of parents in Saudi Arabia. Their mission was to improve the quality of life for children with disabilities by providing them with access to education, healthcare, and other essential services.​

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Under the handle @cwda.sa, CWDA uses TikTok to raise awareness for the incredible work it carries out and the challenges faced by children with disabilities. As a non-profit organisation, CWDA knows the importance of trust and authenticity, this is reflected in its TikTok content which puts its remarkable staff and children at the heart of the story.  ​

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In order to stay operational, CWDA relies on generous donations from individuals and organisations through the donations page on its website. The non-profit organisation wanted to increase its website traffic, raise awareness about CWDA, and increase its number of followers on TikTok. ​

The solution

Producing authentic content to connect with new audiences​

In March 2023, during the Ramadan season, CWDA launched a new TikTok ad campaign targeted towards 25-54 year olds in Saudi Arabia, UAE, Qatar, and Kuwait. To connect with new audiences in an authentic way, CWDA used Spark Ads as its main ad format. This ensured that all views, comments, shares, likes, and followers gained during the promotion were attributed to its organic posts on their profile.​

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CWDA was confident in its content creation and produced all of the creative for this campaign internally – while sticking to TikTok best practices, such as vertical video, catchy music, and clear calls to action. By showing footage and telling stories that were honest, transparent, and often emotional, audiences could grow their awareness of the organisation's work, and get an insight into the medical and educational services provided to the children. ​

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With support from a TikTok representative, and by implementing Pixel, CWDA was able to track important campaign metrics and adjust its creative and budget accordingly. In order to optimise performance, CWDA tested different creative elements such as captions, hashtags, and filters – all of which resulted in a refined and extremely effective campaign.

The results

Increasing awareness and boosting engagement​

Prior to the launch of this campaign, CWDA had 488 followers, this number has since rapidly risen to over 16k. In the space of just one month, CWDA achieved 22M video views, 70k profile visits, 52k likes, 1.6k comments, and over 4k shares. ​

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On top of these amazing results, the non-profit organisation has also gained valuable insights about advertising on TikTok:​

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1. Their TikTok community prefers short, catchy, and entertaining videos that showcase the personality and value of the brand.​

2. The ads should have a clear and compelling call to action that encourages people to visit your website, download your app, or follow your account.​

3. Popular hashtags, sounds, and trends that resonate with the TikTok community will always add value to your ads.​

4. Keep testing and experimenting until you find the best creative, format, and placement for each campaign objective.​

The Children with Disability Association plans to take the learnings and insights it gained from this campaign into future projects in order to raise awareness, grow donations, and most importantly, improve the quality of life for children living with disabilities.​