Background + Scope of Work
Love is the most important thing in our lives, yet we are taught very little about it. One Love is on a mission to change that. One Love’s purpose is to educate young people about healthy and unhealthy relationships, empowering them to identify and avoid abuse and learn how to love better.
The team and I (@juvconsulting) were tasked with helping to develop One Love's “Love is Learned” campaign through content ideation, social strategy and influencer research. The end goal was to create user generated content through an interactive Tik Tok campaign featuring 5 well established Tik Tok creators.
The Process
1
JUV Consulting has a relationship with Arista Records which is owned by Sony Music Entertainment. The team and I were tasked with looking for songs/artists managed by Arista Records to use as Tik Toks sounds when creating our concept pitches. I got to spend hours listening to music with Tik Tok in mind and it was one of my favorite parts of the campaign. When listening I was paying careful attention to the beat, the lyrics (that would fit in with One Love’s messaging) and if it was a “viral worthy” song that I could picture people across the world using.
2
After picking 2-3 songs I thought would fit well with Tik Tok I started ideating concept ideas to pitch to the One Love Team. One concept involved choreographing a dance for 2 hours (which was really fun!), another involved incorporating long distance friendships, and the last concept, which was a challenge, made it’s way into the hands of verified creators and the rest of the public. Even though my other 2 concepts didn’t see the light of day, I enjoyed the artistic process and was able to display a variety of options to the One Love Team.
3
After deciding on a concept with the internal JUV Consulting team and external One Love team, it was time to bring in the influencers! As a team we utilized JUV’s database of contacts to decide which creators would be right for the project. We were looking for role models that Gen Z would find relatable. The process of trying to find our fabulous 5 creators involved a lot of Tik Tok scrolling! In addition to Influencer research, I created the example Tik Tok that was sent to all the influencer’s and also wrote example captions that they could recreate for the real deal.
Concepts..Lets Get Into It
Many Miles One Love
The message behind this tik tok is that healthy relationships come in a variety of forms, not just romances, and one crucial relationship type that is impacting Gen Z is long distance friendships. Now more than ever, long distance friendships are a big part of a Gen Z’ers life, whether that be for communicating over COVID-19, online classes or engaging in online communities.
Many Miles One Love emphasizes that communication (whether in person and online) is the key to a healthy relationship, which stems directly from One Love’s “10 signs of a healthy relationship” blog post on their website.
I used cut jumps and location changes approximately every 5 seconds to keep the user engaged so they wouldn’t swipe. The sound is “Cotton Candy Dreams” a song under our partner label Arista Records, along with an orginal audio that encourages user generated content.
The concept emphasized One Love being the catalyst for Gen Z’ers all over the world to show off their online friendships, and to get creative in the process.
This next one is my favorite! Incorporating original choreography into marketing was an aspect of the campaign process I really enjoyed. Love Check plays on the idea of a couple chatting over the phone, and representing what a healthy relationship looks like for Gen Z.
Gen Z shouldn’t have to sacrifice a healthy relationship for romance, having both is crucial and can be done in a fun and engaging way!
This concept utilizes the duet feature on Tik Tok, meaning users could mix and match duets to make a variation of partnerships. This would encourage more and more people to participate in the challenge because they would have the opportunity to collaborate with others in order to show what a healthy relationship looks like.
Love Check
This/That
The concept of This/That is quick and fun! Playing off an existing Tik Tok trend, the concept is a choose your own adventure, healthy relationships edition.
The user now has more creative control since they can pick which option they like more! This increases engagement rates and boosts the amount of reactions to One Love’s post.
When executed correctly, this concept idea would also spur conversations in the comments around healthy relationships and what options they liked more.
The point of this concept is to show Gen Z that putting in the work for a healthy relationship can be fun, exciting and is crucial when in partnership with others.
The concept is easy to recreate and unlike a dance, is something any Gen Z’er with Tik Tok can do. All they have to do is head over to One Love’s page for inspiration, use the hashtag and let their vision come to life!
This is the final concept that One Love ended going with for the actual campaign.
One trend floating around Tik Tok is the “put a finger down challenge but we don’t you what it is till the end.” To spice this challenge up even more we added the One Love touch! Incorporating this trend dearly loved by Gen Z, with the education of healthy relationships, we had a firecracker of a campaign.
I came up with the original sound that got pitched to the One Love team, then when they decided on the concept I got to go in and make the example concept (with the final script/audio) that was sent to the influencers.
Being apart of the influencer deck was definitely a highlight for me, and seeing this concept through from idea to campaign was really rewarding.
Put a finger down
Influencers
Mona Swain @monaswain 1.5 M followers
Brady Potter @bradypotter 2.1 M followers
Gabby Morrison @gabbymorr 3.4 M followers
Ve'ondre Mitchell @veondre 2.1 M followers
Maverick Baker @maverickbaker 12.7 M followers
A note on the influencers
When selecting our Fab 5, the team and I went through JUV’s list of contacts to find the perfect match. We then provided One Love with 30-40 influencers who were within their budget and they decided on their favorites. Then JUV’s senior and junior partner reached out to see who was available. Originally I wanted Maude Latour, an introspective indie pop artist from New York, as well as Abigail Barlow and Emily Bear, who are songwriting partners currently producing Briderton the Musical. Unfortunately they didn’t make the cut, but the entire process of looking for influencers was a rollercoaster of a good time!
Captions given to Influencers(that I wrote)
My girl always has my back 👑✨ To learn more about healthy and unhealthy relationships go to joinonelove.org. #Loveislearned #OneLovePartner
Kings and Queens y’all know your worth 👑 To learn more about healthy and unhealthy relationships go to joinonelove.org. #Loveislearned #OneLovePartner
He’s my biggest hype man 🥰 To learn more about healthy and unhealthy relationships go to joinonelove.org. #Loveislearned #OneLovePartner
Your humor is my fave thing about you @bestie/SO 💖 To learn more about healthy and unhealthy relationships go to joinonelove.org.#Loveislearned #OneLovePartner
The final product
User Generated Content
Impact
Engagement
Mona Swain:
Total views: 25.2k
Total likes: 4.4k
Total comments: 38
Total engagement: 18%
Gabby Morrison:
Total views: 97.3k
Total likes: 21 k
Total comments: 105
Total engagement: 22%
Brady Potter:
Total views: 345.9k
Total likes: 77.5k
Total comments: 795
Total engagement: 23%
Ve’ondre Mitchell:
Total views: 351.1k
Total likes: 15.7k
Total comments: 742
Total engagement: 5%
Maverick Baker:
Total views: 180.4k
Total likes: 25.4k
Total comments: 204
Total engagement: 14%
The Highlights
Takeaways
The challenge we created was clearly (and authentically) tied to the mission of the #LoveIsLearned campaign, and the social impact was relevant, positive, and made a real difference in young people’s lives. The response from Gen Z viewers was overwhelmingly positive, with millions of views and engagements.