Viva Con Agua

The Objective

Viva con Agua is a German-based NGO that promotes access to clean drinking water, sanitation and hygiene around the globe. In December 2021, they collaborated with a large selection of popular German figures and TikTok creators to amass donations for the cause and raise lasting awareness among the TikTok community.

The Solution

To achieve their goal, Viva con Agua enlisted the help of over a dozen top TikTok creators, who posted videos under the hashtag #GuteTat ("Good Deed") and encouraged the TikTok community to "fill the bottle" by donating to the cause. In doing so, the nonprofit empowering both their official creators and the wider community to fight for a cause through their very own creative #GuteTat TikToks.

Over the course of a week, TikTok launched a variety of InFeed Auction Ads, Reach & Frequency Ads and TikTok LIVEs to drive awareness for the donation campaign. However, the peak of the campaign came on 21 December, when Viva con Agua launched a 5-hour TikTok LIVE donation marathon, moderated by @alexmariahpeter and with special appearances by creators, artists and public figures like @lenameyerlandrut, @rickazas, @alinamour, @naswyn, @chiaratews, @heresakirchner, and @pascal.gurk. With help from Spark Ads promoting the event, Viva con Agua was able to engage a wide audience on TikTok for the important cause.

The Results

Viva con Agua's donation campaign was hugely successful, reaching a wide, new audience on TikTok and driving millions to engage with the organization and its cause. The InFeed and Reach & Frequency ads alone delivered 15.3 million impressions, paving the way for 2.2 thousand user generated videos with the hashtag #GuteTat that amassed a total of 31 million video views. With help from the top creators involved and the strategic use of TikTok ads, the LIVE donation event was viewed by over 165 thousand unique users, effectively raising awareness for the importance of clean water across the TikTok community.