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Viral Social Media Campaign

Client: The Dawn Project

In an attempt to diversify the avenues with which the non-profit organisation was raising attention to its cause, a social media campaign was started by The Dawn Project.

Employing clips of some of the vehicle testing highlights deployed over an on the rise TikTok audio, a short and punchy sub-30 second video was made and posted to the client's newly launched profile.

Following on from millions of views on a selection of videos posted to Twitter, this new clip was able to replicate and improve upon past virality, achieving over a million views in under 24 hours, and continuing to gain traction to this day where it stands on over 27 million views.

The campaign helped to spread the cause into the public realm, leading to it becoming a punchline on US based late night talk shows.

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