Rail Delivery Group
Putting an end to lockdown isolation
The Accelerated Read
We helped the UK return to train travel after Covid by creating a TikTok campaign for Rail Delivery Group that shared the stories of those who had been the most isolated during lockdown. By inviting viewers to share their own stories through our hashtag challenge, we sparked a tidal wave of participation and national debate.
Following 18 months of Covid lockdowns and fear, the UK prepared to get back to normal. But while the nation yearned for freedom, our studies showed that fear of train travel was dangerously high. National Rail needed us to get leisure travel back to at least 85% of pre-Covid levels, and deliver our best-ever campaign ROI.
We all suffered during lockdown, but the reality is some of us endured far more than others. Our research showed that these kinds of stories motivated people to travel again – giving them the nudge to board a train and see a loved-one in need.
Social media would be key for this campaign, as we needed the authenticity of real people with real stories to tell. What better place to tell these stories than the world’s most popular social platform, TikTok?
Working closely with their insights and creative teams, we designed an influencer campaign with a difference - we looked for creators who had a Covid story to tell.
We optimised the videos to make best use of the platform’s unique features, from creative jump cuts to distinct audio tags. Each video invited people to share their own stories through our hashtag challenge, sparking a tidal wave of participation and national debate.
Across our hashtag challenge we delivered:
- 1BN video views
- 305k creators got involved with the campaign
- Generating over 785k pieces of video content