#AltogetherDifferent for
for Channel 4
Altogether Different was a campaign conceived by 4creative, to showcase our diversity of content. My brief was to build this out into a social campaign.
Tell me, without telling me…
We jumped on the existing ‘tell me, without telling me’ TikTok trend, asking users to “Tell me you’re different, without telling me you’re different.”
Running as a branded hashtag challenge, we kicked it off with Channel 4 talent and social influencers to land that this was a celebration of the diversity and individuality we have across our British Isles.
We used TikTok’s text-to-speech accessibility tools, added fun graphics for the celebratory flourish, and created a bespoke music track- taking inspiration from one of my favorite memes; the lalala-guy. Well worth a watch if you haven’t seen it before.
It hit different
The campaign engagement exceeded our wildest expectations with a jaw-dropping 5.1 BILLION VIDEO VIEWS and 8.7 MILLION ENGAGEMENTS!
UK Greatest TikTok
The campaign won a Webby award for Social, Diversity, Equity & Inclusion, two Promax awards, a Kinsale Shark, and received the UK’s GREATEST TIKTOK at the inaugural TikTok Awards, earning Channel 4 $50,000 of free media spend and a lovely little trip to Amsterdam for us to represent the UK in the European awards.
Our ugly mugs also got featured in articles across Broadcast, Campaign, and of course on the TikTok Business site.
