The Problem
In the midst of an unusual news cycle (COVID-19), newly appointed T-Mobile CEO was selected as a speaker during the iHeart Radio virtual commencement for the 2020 graduation class. PR was tasked with breaking through the noise while staying mindful of a global pandemic.
The Solution – How we Uncomplicated the Complicated
To engage Gen Z (the latest class of graduates) and to raise awareness for the new CEO’s commencement speech, we launched a TikTok challenge: #TossYourCap. We partnered with DJ Khaled, inviting graduates to #TossYourCap – while donating $5 to Jobs for America’s Graduates for every video posted with the hashtag. In alignment with the activation, T-Mobile announced their commitment to hire 5,000 + new employees over the next year. After launching we also partnered with Ke$ha and TikTok star Dixie D’Amelio to amplify and build momentum for the cause.
Results & Impact
2.5 billion views, and 1,800+ T-Mobile social mentions. TikTok users posting #TossYourCap reached T-Mobile’s $200,000 donation goal in the first few days of the month-long campaign. For earned media support of the TikTok challenge, the team pitched assets to select media, garnering 21 pieces of coverage, including features in both Rolling Stone and Adweek.
