ActionAid

The Objective

ActionAid is one of the world’s biggest international NGOs. To build awareness around its Spose Bambine campaign and reach a whole new audience across Italy, the charity came to TikTok for an engaging campaign that would capture the hearts and minds of people across the country.

The Solution

Working alongside FIND, ActionAid ran an authentic In-Feed Ad campaign using TikTok Ads Manager. To build awareness for long distance adoption and raise donation counts, the charity created an engaging to-camera video that was placed in For You feeds across Italy. Thanks to the powerful tools available in TikTok Ads Manager, ActionAid was able to design an experiment-driven campaign fueled by marketing data – all based around detailed customer journeys, from awareness to conversion.

The Result

Running in March and April 2022, The ActionAid campaign was incredibly successful, yielding a great deal of positive results for the charity. More than 64,000 new website visits were recorded during the campaign, showing a genuine interest in the charity and its cause from the Italian TikTok community. As for conversions, more than 6.7% of the charity’s online campaign total was received through TikTok. The success of the campaign led to a long-term collaboration plan between FIND, TikTok, and ActionAid, with the aim of turning the platform ‘always on’ for the charity.