Driving record-breaking signups to support young people affected by cancer.
Canteen is a charity supporting young people in Australia whose lives have been affected by cancer. With COVID-19 causing additional anxiety for young people already struggling with cancer, Canteen’s online support service - Canteen Connect – became even more important. Canteen Connect is an online community where young people dealing with their own or a close family member’s cancer can connect with each other and get counseling support. Canteen turned to TikTok to drive awareness and signups to this platform.
Canteen ran a TopView campaign on TikTok with broad targeting to ensure that not only their target audiences were reached, but also others who may refer the service through word of mouth. This TopView placement ensured the campaign would be front-of-mind for TikTok users and achieve mass awareness among audiences. The campaign was supported by In-Feed Ads, which appear natively within the For You feed. With this strategic combination of ad products, Canteen was able to access a highly-engaged audience within their target youth demographic, which they couldn't reach on other platforms.
The campaign was a record-breaking success, with the TopView placement alone driving more than the monthly target number of sign-ups in a single day. Kerry Kalcher, Head of Marketing & Communications, was "blown away by the HUGE response." Thanks to the partnership, Canteen was able to reach out and support a huge number of young people through the trials and tribulations of cancer.