Inspirational, entertaining, point-of-view-style creative to get Alcotraz noticed organically — especially on TikTok for those seeking #ThingsToDo.
Our key aim for the organic side to Alcotraz’s social: to attract and engage. We wanted to capture fugitives’ attention, and then have them talking to their friends, colleagues, partners about the Alcotraz experience — commenting on posts, sharing in WhatsApp groups or saving for later.
Already established on Instagram, Alcotraz needed to be not only active on TikTok, but thriving. Our strategy was to inspire (targeting local viewers and those planning weekend getaways) and entertain (tapping into trends, sounds, video styles and formats with exciting content) with point-of-view-style, native and authentic creative, playful captions and hashtags to invite comments.
We paired this with utilising content they received from inmates who have been granted parole to show off different perspectives, and collaborating with Influencers and Creators to ensure that whenever a prime suspect was scrolling, they couldn’t escape from Alcotraz content.