Approach

Focusing on clarity and communication, understanding that being even 1% unsure when it comes to sexual consent, could have devastating consequences. #100Consent engaged TikTokkers through a voluntary day of workshops and brainstorming sessions on Friday, March 6th challenging these young, creative content producers to convey the #100Consent messaging to their followers in a style and medium that resonates.

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Alongside the earned and organic media, Pluto ran a strategic digital ad campaign across Facebook and Instagram, targeting the 16-24 age demographic. The campaign ran with thought-provoking assets asking aimed to further resonate with this youth audience. They queried, “Would you Double Text your Crush?” and “Would you wear your new Kicks to a Festival?” all with a view to illustrate how things can end badly if you don’t consider the consequences. As a part of the campaign, Pluto also produced a suite of highlight reels from the launch day itself that ran across several ad placements – including Instagram Stories, Feed and IGTV.

Results

With a combined following of 2.8M TikTok users largely in the 16-24 year old bracket, the metrics in the first two weeks following the launch of the campaign were 26 videos created by these 22 TikTokkers have been pervasive and continue to grow. In the same timeframe, the hashtag had amassed some 1.3 million impressions from the 90,000 Irish daily users and those further afield.

The Irish press were quick to show their support also with more than 100 pieces of media coverage across national and regional online, print and broadcast titles in under two weeks with a reach in excess of 32 million from interviews with some of Ireland’s most influential TikTokkers such as  Nia Gallagher aka @nia_gall, Lauren Whelan aka @laurenwhelxn and Jacob Donegan aka @itz_jacob_33 as well as Fionnuala Jones and Thomas Arnold.