tiktoker
Harness Your Potential
In an era where social media shapes how young people connect, express themselves, and entertain, TikTok stands out as one of the most influential platforms. Despite its popularity, many young users struggle with a lack of knowledge about creating quality content, which can lead to inappropriate practices and negative impacts on their mental health. The need to enhance digital literacy among youth, highlighted in Langlais’ research, served as the foundation for a new socially beneficial project by the Supernova Ljubljana Rudnik shopping center. Through a series of free workshops, we aimed to empower young people to become creative and responsible content creators, harnessing TikTok's potential to make a positive impact within their community.
| Client |
Supernova
|
| Service |
Creative and design
Event management
Shopper marketing
Social media
|
| Team |
Valerija Oblak
Amelija Umek
Darja Štukelj Rus
Žan Mlinarič
Anja Grabar
Alenka Mivšek
Diana Gajić
Petra Vidrih
Tomo Turk
|
| Year | 2024 |
Become a tiktoker
The project was designed as a series of four consecutive free workshops held on Sundays, positioning Super Spot as a social venue beyond just shopping. The workshops were led by well-known Slovenian TikTokers under the guidance of Ian Rožca, known on the platform as @liljanx. The goal was for participants to learn technical tricks and strategies for creating engaging content, with a focus on quality, appropriateness, and responsibility. The workshops included a meet & greet, where participants could interact with the TikTokers in person and take photos with them. Interestingly, the workshops attracted not only teenagers but also parents and older adults eager to keep up with younger generations and current trends. This created a dynamic, interactive experience for all ages.
Partner Engagement
We successfully incorporated mall tenants into the workshop concept, further strengthening their collaboration with Supernova. After each workshop, participants applied their newly acquired skills by creating TikTok videos featuring participating tenants like McDonald’s and Cineplexx. These tenants rewarded the top creators with exclusive prizes, further encouraging participants' creativity.
Implementation Materials
To support the communication and promotion of the workshops, we developed a variety of implementation materials, from creating a primary visual identity to launching a dedicated webpage with a simple registration form, making information easily accessible and encouraging participation. Workshop promotion through emails, newsletters, and social media boosted visibility, achieving a broad turnout. For on-site graphic decor and participant entertainment, we designed and set up special photo corners and a 360° Photobooth, which participants used to create their own social media content. This approach generated user-generated content (UGC) on social media, further increasing interest in the workshops.
Results
The "Become a TikToker" campaign achieved excellent results, demonstrating strong potential for engaging different generations in responsible digital content creation. Across the 4 workshops, we collaborated with 7 well-known Slovenian TikTokers and attracted 150 participants who acquired essential skills for successful TikTok content creation. The contest highlighted 9 outstanding creators who received awards from Supernova's partners.
The campaign also achieved impressive digital visibility, with over 10,000 clicks on ad content, confirming the project’s overall success.
