YouTube ReFrame: talking to young people about cyberbullying

YouTube ReFrame made podcasts to help young people deal with online harassment. We worked with creators young people already listen to, so the subject arrived from someone they trust.

Platforms: TikTok
Market: United Kingdom

YouTube ReFrame campaign results

280,000

Total impressions

15,000+

Likes

900+

Total shares

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

The brief

Objective: Promote the YouTube ReFrame podcasts by raising awareness of cyberbullying and pointing young people to guidance on handling online harassment.
Audience: Young people aged sixteen to twenty-four who are active on social media, with parents, teachers and mentors as a second group.
Message: You are not alone. Cyberbullying affects a lot of young people, and there is practical support for dealing with it.

What TapLab did

We partnered with YouTube ReFrame to teach young people about media literacy, critical thinking and digital citizenship, with the aim of encouraging them to have a positive voice online. A subject like this fails if it sounds like a lecture, so the creators spoke from their own experience of posting publicly.

The tone was supportive and direct, and every video pointed to the podcasts as the next step. We led creative strategy, awareness planning and content production.

Negotiation
Paid Advertising
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

YouTube ReFrame campaign questions

What was the goal of the YouTube ReFrame campaign?

Promote the YouTube ReFrame podcasts by raising awareness of cyberbullying and pointing young people to guidance on handling online harassment.

What results did the YouTube ReFrame campaign get?

280,000 Total impressions, 15,000+ Likes, 900+ Total shares.

Which platforms did the YouTube ReFrame campaign run on?

TikTok. We cast and managed the UK creators.

What did TapLab do for YouTube ReFrame?

Negotiation, Paid Advertising, 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.