Objective:
My latest project involved creating a brand image and a TikTok campaign for a white label self-defense alarm product. Inspired to address the urgent issue of acquaintance rape and sexual harassment faced by women, I transformed the product into an anti-rape alarm named "Kick Ass!" with a powerful tagline: #ItsNoWhenISaySo. The objective was to empower women with a practical solution to protect themselves and encourage setting boundaries that are respected, aligning with the principles of hip hop feminism.
Brand Concept:
"Kick Ass!" embraces the essence of hip hop feminism, a modern form of cultural feminism. The brand's mission is to empower women to take control of their bodies and assert their right to consent. The tagline, #ItsNoWhenISaySo, embodies this message, encouraging women to stand strong and voice their boundaries.
TikTok Campaign Strategy:
The TikTok platform was chosen to reach our target audience effectively, as most victims of acquaintance rape, sexual assault, and harassment fall within the age range of 14-24, which aligns with TikTok's user base. The campaign focused on user-generated content, featuring testimonials and stories from users participating in the #ItsNoWhenISaySo campaign. By sharing their experiences with sexual harassment and assault, users highlighted the importance of the product and its impact on their safety.
Content Creation:
The TikTok content showcased authentic and powerful user testimonials, creating a sense of community and support for women facing these challenges. Users would share their stories of sexual harassment or assault and explain why they purchased the "Kick Ass!" alarm or why they found the product valuable in general.
Benefits:
The user-generated content approach provided several benefits. Firstly, it allowed us to access a vast array of content quickly, ensuring a continuous stream of engaging posts. Secondly, the testimonials acted as reference groups, influencing the buying decisions of other women seeking safety solutions. Finally, the campaign drew inspiration from successful feminist movements such as #TheMeToo, providing a modern Gen Z version, rallying behind the "Kick Ass!" brand.
Measuring Success:
Success was gauged through several key metrics. Social media engagement, website traffic, and sales data were monitored to assess the campaign's impact on brand awareness and product interest. Furthermore, user feedback and testimonials provided insights into the product's effectiveness and its value to women seeking protection.
Outcomes:
The project resulted in a compelling brand image and a thought-provoking advertising campaign that raised awareness about acquaintance rape while offering a practical safety solution for women. By aligning with hip hop feminism principles and leveraging user-generated content on TikTok, "Kick Ass!" empowers women to assert their boundaries and protect themselves, potentially making a positive impact on women's safety and security.
