TikTok Future Theatre Fund

Designed a motion-led campaign to drive engagement and brand visibility

In partnership with the National Youth Theatre, The Evening Standard Future Theatre Fund in association with TikTokis a £120k fund set up to help discover new and emerging talent for the Arts.

Ten recipients from a range of disciplines were given the opportunity to win £10,000 each to help with their chosen career path, with mentor support from notables from the world of theatre.

Two #TikTokBreakoutStars would also be given the opportunity.



UX / UI
Videos
Social marketing

My approach

As part of the mechanic to shortlist the recipients of the Theatre Fund, students created a 15-60 second video where they introduced themselves and gave an insight into their passion. This content formed a really key part of the build up to the Future Theatre Fund content across all platforms


The process

Created video content on editorial pages encorouging vistors to enter the TikTok Breakout Star competition. This was supplemented with social and run of site advertisments


Motion-led content for distribution

I created motion assets and social content to support campaign rollout:
  • Designed for high performance across social platforms
  • Focused on fun and exciting to grab attention quickly in fast-scrolling environments, encouraging new emerging talent to enter the awards
  • Extended the campaign beyond editorial

Outcome

The partnership performed phenomenally well in increasing positive sentiment towards TikTok as well as cementing its association with theatre.
  • "TikTok is becoming a key part of the UK theatre scene" and "TikTok is helping to revitalise the UK's theatre scene" for those who were aware of the Theatre Fund vs those who were not aware.
  • The perception that "TikTok is supporting the next generation of theatre makers" was more than double for those that were aware of the Theatre Fund initiative vs those who were not aware (63% vs 27%).
  • Over 77% of those who were aware of the initiative said they now had a better impression of TikTok as a result of the partnership.

Source: An online survey was carried out amongst regular readers of standard.co.uk. Comparisons were made between non-recall and recall groups to show the impact of exposure to the partnership

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