Following on from last year’s innovative efforts, this year Core expanded the scope of the campaign by collaborating with FraudSMART and partnering with three of Ireland’s leading Gen Z-focused influencers, including We encouraged interaction and engagement through the use of AR lenses. Short-form proprietary social content.
In a post titled “GRWM for Bed,” TikTok influencer Casey Campion explained to her 105,100 followers the dangers of encountering a money mule while going through her bedtime routine. . The post already has over 3,000 likes. This is followed by an activity by fellow TikToker TJ Hyland.
With ambitions to reach and engage young audiences on their own terms, Hannah Louise Dunn, Director of Social Strategy at Core, says: , we tracked data to identify key channels and collaborators that could help reach and engage this cohort across TikTok and Snapchat in particular.
By partnering with collaborators that our audience already looks to for advice, inspiration, and entertainment, we can really activate our message in an authentic way and reduce the dangers faced by this type of fraud. We were able to inform this key audience. While reinforcing this message with short-form videos, innovative AR lenses across Snapchat and targeted paid media on social gave us reach and impact. ”
Last year’s successful campaign is now featured as a case study on the Snapchat website and was discussed at a meeting of the Oireachtas Assembly’s Joint Committee on Finance, Public Expenditure, Reform and the Taoiseach.
