The Challenge
The Royal Institution of Chartered Surveyors (RICS) wanted to engage UK school leavers aged 18 and above to spark interest in surveying careers. The campaign aimed to dispel stereotypes, promote diversity, and highlight the profession’s benefits – career progression, sustainability, opportunities to travel, and a competitive £24k starting salary. RICS faced the challenge of adapting its message for TikTok, a platform with a dynamic and young audience, while maintaining authenticity and credibility.
Solution
Sunday crafted a TikTok influencer campaign tailored to resonate with a diverse socio-economic audience, particularly young women. The strategy involved:
- Partnering with a range of TikTok influencers, from nano-influencers with small but loyal followings to rising stars with hundreds of thousands of subscribers.
- Developing a core narrative aligned with audience aspirations, focusing on clear career progression, sustainability, and adventure.
- Allowing influencers to convey the message in their authentic style, tone, and format while relaxing brand guidelines to maximize relatability.
- Producing self-shot videos tailored for both organic posts on influencers’ profiles and a paid campaign.
This approach leveraged the influencers’ trust with their audiences while aligning with the platform’s unique content style.
The Results
The campaign achieved outstanding results:
- Nano-influencers drove the highest average watch time (11.6 seconds), engaging their highly focused audience.
- Organic streams garnered a 4.39% engagement rate, emphasizing trust’s importance on TikTok.
- A rising influencer generated 30% of total traffic through her personal profile, demonstrating the power of audience loyalty.
By blending data-led strategy with influencer authenticity, Sunday and RICS successfully captured the attention of young audiences on TikTok, inspiring a diverse new generation to explore careers in surveying.
