1.95 million views in 4 months
for META o.p.s.
A TikTok campaign that breaks down stereotypes, connects young people, and shows that we’re more alike than we might think.
Results after 4 months of collaboration (2021/2022)
video views
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new followers
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META o.p.s. is a non-governmental non-profit organization, which has been supporting foreigners in gaining equal access to education since 2004.
The organization helps parents with a migrant background and their children navigate the education system and integrate into society. It offers Czech as a second (foreign) language courses for both children and adults. It also provides educational guidance for teachers and schools working with children who have little or no knowledge of Czech, including seminars, methodological support, and teaching materials. In addition, META o.p.s. advocates for systemic changes, that reflect the needs of schools and children with a different mother tongue and help them reach their full potential.
Through its activities, the organization aims to foster open dialogue and mutual understanding between people with a migrant background and the wider society.
What challenge was the client facing?
META o.p.s. aimed to spark curiosity and empathy among young Czechs towards their peers with migrant backgrounds. The goal was to offer a glimpse into the reality of young people with different roots, allowing audiences to step into someone else’s shoes, get to know them better, and understand their perspective. The campaign aimed to show that while young people share many things – age, school, interests, problems, joys and everyday concerns – and may not see major differences in their behaviour, mindset or opinions, their lived realities can still be different and worth understanding.
META o.p.s. decided to use TikTok for its #JakoTy campaign, because it knew that this was exactly where its target audience was. The organization also wanted to test a new social media platform and increase the campaign’s overall reach. Based on a recommendation, META o.p.s. therefore partnered with ShortPRO (formerly TikTokuj.cz).
KPIs for the initial collaboration.
The goal for the first four months of the collaboration was to gain 4,000 new followers , while reach 250,000 views on videos published on the profile.
Results after 4 months of collaboration (2021/2022)
video views
0
new followers
0
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We managed to exceed expectations by hundreds of percent. In just 4 months of collaboration, we gained an incredible 13,000 new followers and achieved a total of 1,950,000 views.
@meta_ops Přesvědč se, že realita lidí z ciziny a různými kořeny je mnohem rozmanitější, než sis představoval. Baďa je #JakoTy campaign ♬ These Days - Nico
Services used by the organization.
- Video concept development and production
- TikTok communication strategy
- Paid advertising & reporting
- Influencer marketing
What performed best in the videos?
Controversial topics. The main driver of success was original, high-quality creative that used controversial topics to spark discussion in the comments, generating 5,000 comments.
Influencer marketing. We featured well-known personalities in the videos, such as entertainer David Tran Huu. This helped increase both reach and average watch time.
Poll-style interactions with the main protagonists. Interviewing individuals made the videos feel exclusive and authentic. Simple, everyday topics also made the content more relatable, allowing viewers to easily identify with it and giving them something to contribute to the discussion in the comments.
Collaboration details.
ShortPRO received a brief from META o.p.s. for the first phase of the campaign, with the main priority and goal being to increase reach. Initially, we proposed a strategy based entirely on organic content. We also wanted to test paid promotion for the campaign’s key videos. In the end, we decided to support only one video with paid advertising and keep the rest of the content organic. We also incorporated influencer marketing into the strategy, with plans to expand it further during the second phase of the campaign starting in February 2022.
As mentioned above, we supported only one video with paid advertising. We invested just approximately CZK 1,500 in TikTok Ads, which generated an additional 340,000 views for the first video and helped the campaign reach a total of 1,950,000 views . By comparison, paid promotion on Instagram and Facebook cost a total of CZK 38,000, while delivering a comparable result of 2,350,000 views.
The collaboration began in August 2021, with 1.5 months dedicated to preparation, including strategy development, creative concepts, approvals, and communication with the client. The campaign management and client reporting then ran for another 2.5 months.
@meta_ops Kořeny jsou důležité, ale není to to jediné, co nás určuje a směřuje… Je na Tobě, kým se rozhodneš být! 💪 #jakoty ♬ původní zvuk - META, o.p.s
Conclusion.
META o.p.s. found its place on TikTok. Together, we exceeded the set KPIs and will continue helping young Czechs develop curiosity and empathy towards their peers with migrant backgrounds.
Offering a glimpse into the reality of young people with different roots and giving audiences the opportunity to step into their shoes was a major challenge for us. This campaign shows that social impact on social media does not have to be negative – on the contrary, it can be highly beneficial and educational. We look forward to taking the next steps together.
The #JakoTy Campaign in Forbes
The #JakoTy campaign also attracted media attention and was featured in Forbes, which highlighted its concept and explored how TikTok can help break down stereotypes about foreigners living in the Czech Republic.
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