#SummerSkills was an in-app initiative we created for TikTok, designed to inspire teens to learn a new skill over the school holidays and demonstrate the value of time spent on TikTok to parents. For five weeks during the summer we highlighted a different educational theme (sport, STEM, music, literature and wellbeing), working with TikTok creators to bring them to life. We launched the campaign on the first day of the holidays with a football masterclass in London with Lioness Millie Bright and Gen Z faves RisingBallers.
Our insight was simple: 87% of British teens already use TikTok for educational content, while an equal percentage of parents feel stressed trying to keep them occupied over summer. That data shaped #SummerSkills, a new initiative that ensured it would generate widespread media appeal and land positive youth safety messaging in consumer press. The strategy combined high engagement formats (TikTok LIVE, skill tutorials, challenges) with real-world relevance, ensuring the skills-based content was not only viewed but actively engaged with off platform.
200+ pieces of coverage
319 TikTok mentions and 234 #SummerSkills mentions in coverage
30k+ views of TikTok LIVE with Millie Bright
12 pieces of skills-based social content delivered
