TikTok creates sustainable advertising campaign in partnership with Ad Net Zero, which aims to reduce the carbon emissions associated with advertising.
Launched by the UK’s Advertising Association, Ad Net Zero supports more sustainable products, services and behaviours to address the impact of advertising on the environment.
Social media app TikTok launched the “first-of-its-kind” end-to-end sustainable advertising campaign with giffgaff and MG OMD, in partnership with Ad Net Zero.
Alessandra Bellini, Ad Net Zero U.K. Chair, commented: “It is great to have the support of TikTok and giffgaff for the Ad Net Zero action plan and, in particular, for the pilot of our new initiative, Every Brief Counts.
“We welcome the efforts being made to deliver an example of a sustainable advertising campaign which should help set new standards for best practice in this space.”
This campaign marks a significant milestone for sustainable advertising on TikTok and shows what is possible when innovation aligns with purpose.
The app said the TikTok x giffgaff Action 5 pilot, in alignment with Ad Net Zero’s Action Plan, focuses on using advertising to support more sustainable behaviours.
The partnership also goes beyond just Action 5 and focusses on a number of goals, which include:
Measuring carbon emissions across the value chain: Tracking and retrospectively measuring the campaign’s carbon footprint to establish benchmarks for future initiatives.
Sustainable production practices: Prioritise content creation through eco-friendly methods, including filming with refurbished devices to reduce electronic waste.
Conscious creator collaborations: Partnering with creators who have sustainable values, building genuine and impactful storytelling.
Energy efficient media planning: Optimising ad delivery to minimise energy consumption without compromising performance.
Championing industry-wide change: Create a case study from the campaign that serves as a blueprint for TikTok’s partners on sustainable advertising best practices.
Commenting on the launch, Kris Boger, GM, Global Business Solutions, TikTok UK, said: “This campaign marks a significant milestone for sustainable advertising on TikTok and shows what is possible when innovation aligns with purpose.
“It’s inspiring to witness brands like giffgaff not only enhance their creativity on the platform but also demonstrate a strong commitment to impactful and conscious advertising practices. We hope it serves as a blueprint for others to follow.”
