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Tiana Kocher Launches TikTok challenge #DontTripChallenge to benefit Red Cross.

In 2019, we saw Instagram hit 1 billion monthly active users, cementing it as the 5th largest social media channel. TikTok is catching up, with 500 million monthly active users in June 2018, now believed to be closer to 750 million. Big brands like Pepsi, Nike and Sony Music are building communities on TikTok, aligning with new influencers to create content and a dedicated brand following. Pepsi India is driving great user-generated content through their #SwagStepChallenge, with zero marketing spend on the platform.

But we have just come across our first values-driven campaign on this niche platform: Recording artist Tiana Kocher has announced that she is teaming up with TikTok influencers in a new campaign to benefit the Philippine Red Cross and The American Red Cross to assist them in the battle against COVID-19. The young influencer’s #DontTripChallenge, on the social media platform, will support Red Cross medical staff and volunteers who are risking their lives daily amidst the global pandemic. TikTok creators and users from the United States, Canada, United Kingdom, and the Philippines are actively taking part in the fundraising efforts.

What does the #DontTripChallenge do to help assist COVID19 efforts?

With social distancing keeping people at home, it’s easy to get bored during these stressful times, which is why Tiana Kocher decided to invite other TikTok influencers and users to join her in her efforts to help crucial organisations that are fighting against the COVID-19 pandemic. To join the #DontTripChallenge users must check the entries under the hashtag on TikTok to create a matching dance or create their own freestyle dance to Kocher’s new song ‘Don’t Trip.’ Each day, they will select and announce new winners from the submitted entries.

Those who enter the #DontTripChallenge on TikTok may be selected to win a $50 gift card to Amazon or Lazada and have a $100 donation to the Red Cross made in their name.

Once the winners are announced the prizes will be awarded, donations made, and the images will be shared online. The #DontTripChallenge offers a fun in-home activity that users can enjoy and share with their friends while also giving back to COVID-19 mitigation efforts.

So why be values-driven? If you want to build an engaging and values-driven campaign, your values must be evidenced in every decision you make and every action you make. Furthermore, your behaviours must align with your values – you must be seen to be walking the talk and operating with integrity. This is important, not just for building societal goodwill, it is also important for building the resilience of your brand. In a world full of confusion, customers search for companies that address their deepest needs for social, environmental, and economic justice in their mission, vision, and values. Check out the submitted entries on the #DontTripChallenge official page To see the entries that have been submitted so far and view past winners, go to the official #DontTripChallenge page on TikTok at the help of generous TikTok users, Kosher hopes to put the power of the community into action to support medical staff and volunteers while also reminding everyone to stay at home. Thanks for reading.

Yours ethically,

Click Ethical Blog Squad

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