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Society for Science
Tapping into TikTok to Reach Generation Z
When a century-old nonprofit wants to reach Gen Z, TikTok is the place to be. Social Driver helped the Society for Science celebrate its 100th anniversary of championing science with a digital advertising campaign built for today’s audiences.
how we helped
Campaigns
Advertising
Challenge
Reaching Gen Z
When a century-old nonprofit wants to reach Gen Z, TikTok is the place to be. Social Driver helped the Society for Science celebrate its 100th anniversary of championing science with a digital advertising campaign built for today’s audiences.
Solution
TikTok to the Target Audience
After conducting target audience research, we built a platform strategy around TikTok, Instagram and Facebook. The campaign invited users to take a headline quiz that featured surprising trivia from the nonprofit’s Science News Magazine.
As a longtime partner for the Society, we had fun taking them into a new creative space with wacky cartoons and outlandish ad copy. Our creative team also used simulated polls to entice users to engage with the ads and pique their curiosity to click into the quiz.
Results
Increased Awareness and Record-Breaking Results
The month-long campaign outperformed industry standards—driving brand awareness for the Society throughout its centennial and beyond:
- 3 million+ impressions
- 400,000+ engagements
- 3.33% click-through rate
- $0.23 cost per click
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Experience
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