NATO, explained to young people by a creator in the room

NATO wanted a young audience to understand what it does. It invited Revishaan to Brussels, a French aircraft carrier, the Miami Youth Summit and the Washington Summit to show them.

Platforms: TikTok
Market: United Kingdom

NATO campaign results

12,000,000

Total impressions

2320

Comments

24%

AVG Engagement

Campaign totals across the creators' posts, as reported to NATO when the campaign closed.

The brief

Objective: The aim was to raise awareness and understanding of NATO among young people who do not follow defence or foreign policy news. Giving a creator genuine access to its headquarters, a carrier and its summits meant the explanation came from inside, in a voice the audience already trusted.
Audience: Sixteen to twenty-five year olds in the UK who get their news from social platforms rather than broadcast.
Message: This is what NATO actually is, who runs it and why it matters to you.

What TapLab did

Revishaan was flown to Brussels, France, Miami and Washington to capture content about NATO. He met prominent figures including the UK ambassador David Quarrey, David Cameron, Keir Starmer, Joe Biden and John Kirby, and shot as much as possible, interviewing leaders where he could.

The content kept his usual format so an institution that normally speaks through press releases arrived as a creator vlog. We handled negotiation and creative strategy.

Negotiation
Creative Strategy

Who ran this campaign

We are TapLab, a London creator marketing agency. Ishaan Bhimjiyani founded it after building his own audience as an education creator. We run campaigns as the brand's influencer marketing wing. We cast from the UK student and education creators we manage and from the wider network we reach out to. Every creator on our roster has a public profile. You can also meet the team.

Our founder in the press: The Tab, London Now, NetInfluencer, ConvertX Radio

NATO campaign questions

What was the goal of the NATO campaign?

The aim was to raise awareness and understanding of NATO among young people who do not follow defence or foreign policy news. Giving a creator genuine access to its headquarters, a carrier and its summits meant the explanation came from inside, in a voice the audience already trusted.

What results did the NATO campaign get?

12,000,000 Total impressions, 2320 Comments, 24% AVG Engagement.

Which platforms did the NATO campaign run on?

TikTok. We cast and managed the UK creators.

What did TapLab do for NATO?

Negotiation, Creative Strategy. We cast UK creators from our roster and our wider network, and we managed the work from brief to final post.

Can TapLab run a campaign like this for my brand?

Yes. Send the product, the audience and rough timing through the form on this page and we will reply with creators and a plan.