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Success Story

TikTok

The Objective

#SaferTogether Enhancing Digital Safety

 

Ensure the success of TikTok’s virtual workshop.

 

In May 2023, TikTok organised a virtual media workshop for journalists in Somalia.

 

APO Group was engaged to support the impact of the initiative, securing attendance of the target audience through identifying and inviting journalists from key Somalian outlets. The overarching goal of the event was to create a better understanding of TikTok and its efforts towards digital safety. This included highlighting its commitment to fostering responsible navigation of its platform, and to providing a trustworthy experience to all its users.

The Strategy

A tailor-made, targeted media engagement approach.

 

Considering the uniquely challenging Somalian market, APO Group thoroughly assessed the Somalia media landscape and localised messaging and invitations in line with TikTok's desired objectives, before communicating and interacting with the press.

 

APO Group leveraged its credibility, networks, and relationships, while closely working with the Somalia Journalists Association in contacting targeted journalists from top-tier publications.

The Service

Strategic advisory, media identification and invitation, and virtual Q&A management.

 

To support TikTok’s virtual workshop success, our team ensured effective media registrations and attendance of top-tier journalists.

 

In addition to identifying relevant Somalian journalists to target, distributing a media advisory, pitching, and managing media registration, APO Group also handled media inquiries, liaising with the client on responses.

 

Compilation of a comprehensive post-event report and sharing press material with the media for coverage opportunities were also actioned.

The Results

1

Virtual Event Support

2

Meet-And-Greet Sessions Held

10

Qualitative Links Secured from Journalists That Attended the Workshop

20

Journalists from 18 Top-Tier Media Houses Attended, Exceeding the Target of 10 Media

45

Media Responses