Gushers #BlackVoicesCreate
Gushers brand purpose is to be a stage for teen self expression, so when we learned that Black teen voices were being suppressed online we knew something had to be done. Following the death of George Floyd, teens were heavily engaged on TikTok to express their views and frustration about the social injustice and police brutality in America.
We learned that many of the videos teens posted online were not being seen, or even tampered with by TikTok’s algorithm, resulting in muted videos or even videos being removed from the platform. We knew something had to be done, we decided to use the power of our brand to turn Black teens posts into tools for change, and #BlackVoicesCreate was born.
We partnered with four TikTok content creators (Taylor Cassidy, Jonathan Bynoe, Jailyn Feliz, and Zira B.) to raise $200K in support of the NAACP Youth and College Division to support ongoing teen efforts, and establish a partnership for years to come. For each like videos received, we donated $1 to our community partners to reach the $200K goal we successfully broke the algorithm.
RESULTS
Gushers raised $200,000 within 36 hours
Creator videos totaled 1MM+ likes, exceeding our goal by 5x.
7.7MM+ views on #BlackVoicesCreate content exceeding VCR benchmarks by 4x
Teens engaged with influencer content and wanted to learn more: 2x Engagement Rate, 3x CTR to brand website
Increase partner influencer follower count (Jonathan +120%, Jailyn +95%, Taylor +6%, Zira +7%)
SMARTIES North America Advertising Awards Winner (2 Silver, 1 Bronze)