For World Mental Health Day 2022, TOMS and SCREENSHOT Agency, SCREENSHOT Media’s agency arm, launched 10x10, a two phase EMEA digital campaign across four weeks. Mental health means different things to different people, and has specific nuances when it comes to various cultures and countries. That’s why it was crucial for SCREENSHOT to embed the campaign in UGC with creators rooted in mental health advocacy across the board. The campaign set out to address mental health in an authentic way, taking inspiration from the increase of creators on social media channels like TikTok and Instagram Reels talking about it in an open conversation. We wanted to jump on this without the subject falling flat or feeling too heavy.
The campaign set out to raise brand and impact awareness of the TOMS 10x10 initiative, whereby the brand donated 10 €10,000 grants to 10 mental health organizations in EMEA. By amplifying the voices of 10 inspiring and brand-aligned mental health advocates from 6 countries, we aimed to achieve an 8 million reach, a 4% engagement rate, and 30,000 views whilst igniting a positive sentiment towards TOMS amongst Gen Z and lower millennial audiences, and creating content that felt authentic, socially native and honest.
10x10 was a unique, heartwarming and engaging social-first video campaign executed in two phases. The creators’ content highlighted the individual journeys around mental health, from dealing with anxiety, ADHD, disability, and the paths to a better mental health. Advocates were based in the UK, Greece, UAE, Germany, Sweden and Spain, so the campaign also highlighted the different approaches each culture has to mental health with a mission to shed light on the importance of speaking out and seeking help.
We knew we had to be sure that the content produced was culturally relevant to each country. So, we leveraged viral social-first formats and trends to achieve huge organic success. We needed to jump on socially-native formats and trends for the campaign to succeed, and our research showed the different nuances of speaking about mental health for each geography within our 6 countries, which we implemented accordingly.
Phase 1 of the campaign was a two-week social rollout of creator-led, user-generated content across TOMS and the individual creator’s social media channels. Video content was based on the #illgofirst TikTok and Instagram trend, which has 155.9 million views to date, so that TOMS spoke directly to their target audience whilst calling to attention the importance of mental health conversations. We tweaked the content slightly, to fit the campaign with a simple, catchy prompt: “What makes you feel like you? I’ll go first.” Each one of our campaign creators responded to the prompt by sharing what they do to help them with their mental health and in turn, make them feel like themselves. We worked with creators who are rooted in mental health advocacy, including Disabled Eliza, who creates content around what mental health means for her as a wheelchair user, It’s Roli; who is outspoken about his struggles with Anorexia and breaking down stigma around male eating disorders; Fatima who is a mental health advocate for women in UAE; and Tasha Bailey who uses her platform to speak about mental health within the POC female community.
Phase 2 was a hero video that all of the creators together through an inspiring and intimate voice-over, read out in all 6 languages, taking the viewer to each of the 6 countries of our campaign. Our mission was to give a sense of unity when it comes to mental health, a message that no one is alone, no matter what they are experiencing and where they live. It was ultimately a platform for the 10x10 initiative to be presented and for TOMS to speak loudly about the importance of supporting grassroots mental health organisations across the world who each have their unique focus when it comes to mental health and the support they give. We also produced a landing page with details on the 10 organisations supported by TOMS, messages from advocates, and TOMS’ impact report should any visitors like to find out more.
We set out to achieve an 8 million reach, 4% engagement rate, and 30,000 views whilst igniting a positive sentiment towards TOMS amongst Gen Z and lower millennial audiences and creating content that felt authentic, socially native and honest.
Between 23rd September and 12th October, when the campaign was live, we achieved:
The data alone shows the impact of the campaign, with the hero video released on Mental Health Day featuring 6 languages, and 20,000 views. Following the huge organic success TOMS saw across the content, the “What makes you feel like you” prompt has now been incorporated across the brand’s purpose as well as product drop campaigns when working with creators on UGC content.