Tapping into ParentTok

I was the lead copywriter on this KPI-smashing TikTok briefed that changed how NSPCC approached TikTok marketing for good.

For this project, we were briefed to create a series of paid ads for TikTok for NSPCC's Look Say Sing Play campaign - a campaign that shares simple bonding tips for parents to try with their babies.

We had to target young parents, so new knew we had to avoid looking like an ad. We had to be fully TikTok native - something NSPCC had not tried before. We took our formats, concepts, and key messages to Reel Nice who helped us film with real-life local families and their children to make sure the content felt warm and authentic.

The result? A campaign that doubled its target of 12,000 new sign ups, giving over 23,000 new parents brain-building tips for their little ones.