The initiative became a trend for four days and generated 3.4 million digital users to act as Mexican sign language teachers, which in turn made TikTok Teachers win a bronze lion at Cannes Lions 2022, in the Social & Social category. influencers.
“With this campaign we achieved our objective, which was to arouse interest in learning sign language. We made the Mexican dictionary available to everyone and we took the first step towards a more inclusive Mexico, one where there are no communication barriers,” Rubí Nolasco Gudiño, director of the Diversity Commission at the Mexican Federation of deaf
According to Efraín Mendicuti, director of Global Business Solutions at TikTok Mexico, TikTok’s strategy is to bring audiences together with brands, through creative content and not ads, which in the end users pay not to see.
The idea, he said in an interview, is to inspire creativity and leave an experience of enjoyment and distraction. That is why the platform takes great care that the experience that users have of commercial communication is native and in the same organic communication codes that TikTok uses.
The manager assures that the TikTok audience is very diverse, because in addition to the centennials users from other generations have joined because the experience on the platform does not depend on who you follow or who follows you.
“TikTok is not a social network, but an entertainment platform, where the experience is based on the user’s interests and the content they consume, produce or share. Finding several generations on the platform with very diverse content, and who sometimes have things in common, is very enriching for brands”.