The beverage giant is asking Melburnians to celebrate summer by sharing acts of kindness – and generating brand awareness. 

In a fun collaboration with global influencer agency, Billion Dollar Boy, the campaign was fuelled by research that shows helping others can be good for mental health. In an effort to reduce stress, and improve emotional and physical well-being, the #PassTheSunshine campaign is encouraging Melburnians to take a stance and show random acts of kindness – for the benefit of their health!

The campaign features TikTok stars like Matt Storer, who is known for his comedic parodies and musical skits. Storer, alongside other creators, features on a high-resolution, 28-metre digital billboard in Bourke Street Mall, proudly known for its eclectic busking community.

The billboard shows Storer performing his one-minute long original song, ‘Pass The Sunshine’, with lyrics appearing as subtitles. 

The campaign names Melbourne as one of the ‘friendliest city in the world’ and encourages people to live up to this ‘street cred’.

Other media personalities in the campaign include Nathan Lust and Angelo Marasigan, Ginger and Carman, comedic creator, Jimmy Jan, and Wiggle favourite, Tsehay Hawkins. 

The activation will encourage social media users to duet or remix TikTok performances of ‘Pass The Sunshine’ with the aim to encourage audiences to create unique and fun versions of the song and spread the campaign message. Successful creatives will have the opportunity to feature on the digital billboard on Bourke Street.

The company is also hosting an in-person pop-up at Bourke Street from the 22 to 23 February. Visitors will be offered free samples of Lipton Ice Tea ‘No sugar’ and the opportunity to act like movie stars, as a production crew will be there on site filming.

Pepsi Lipton’s global chief marketing officer, April Adams-Redmon, explains her excitement about this activation.

“At Lipton Ice Tea, we believe that happiness can be found in small, everyday moments in life. Lipton Ice Tea is all about being that perfect refreshment to uplift these moments, especially when enjoyed with others,” she says.

Adams-Redmon continues, “The #PassTheSunshine message perfectly captures those moments of joy we’d love our consumers to share in and pass onto others. We are proud to launch our biggest ever creator campaign in Australia, on the nation’s largest digital billboard, and with no other than some of the country’s most popular and creative influencers to spread the sunshine!”

How did Matt Storer use his magic? 

Matt Storer was the mastermind behind the billboard’s jingle.

“I like to think I could write a catchy tune about anything, but didn’t quite expect to be writing one about Ice Tea,” says Storer.

“It was a unique and rewarding challenge and I think we nailed exactly what we were aiming for. It’s still happily stuck in my head, and I had to listen to it more than anyone else, so that’s saying something.”

TikTok partnered with cultural insights and strategy agency, Crowd DNA to explore eight emerging ‘codes of joy’ in the Australian TikTok community. The report provided insights for brands to take into consideration in their marketing strategies. 

The findings are divided into four key dimensions, including ‘Me’, ‘We’, ‘Purpose’ and ‘Play’. 

‘Me’, ‘We’, ‘Purpose’ and ‘Play’

The themes demonstrate what makes a TikTok video or ad relatable to its audience. It presents the opportunity for brands to rethink their strategy models. 

‘Me’ showcases the need for young Australians to have an identity and highlight their unique experiences online. Brands can tap into this by encouraging their quest for self-enhancement and self-improvement. One millennial user stated, “TikTok provides me with guidance when needed, inspiration to get going and be better, knowledge to make sense of things and to share with others… to make them better too.”

‘We’ highlights the need for Australians to be engaged with connection, community, belonging and visibility. It’s all about sparking and sharing difficult stories, offering mutual support and uniting to stand up for communities hit during hard times. Brands can stand up by positioning themselves as active members of the community, partnering with ambassadors and creators who are not afraid to stand alongside young Australians when discussing issues that matter to them.

The need for ‘purpose’ outlines the importance of self-improvement through learning, growing and knowing. Brands can tap into this by encouraging users’ quests for self-enhancement and improvement to sustain a new way of living. The report states that brands within the health, wellness, food and fitness categories should consider building a healthier, better and more motivated ‘me’ for Australians on TikTok.

‘Play’ is defined as a need for entertainment to be a form of release and unwinding. Australians have a strong national identity for the need of entertainment. The report outlines that Australia’s diversity is a huge part of its identity, and says that users find joy in the stories they share that have shaped their personality. The report highlights that brands should take advantage of this by not just tapping into childhood-exclusive memories but to moments and perspectives that bind their audiences. It encourages Aussie brands to do this by creating music linked to nostalgia. 

TikTok AUNZ general manager, Brett Armstrong shares his thoughts on the ever-changing audience behaviours on the platform. 

“TikTok isn’t just a gatekeeper of culture, it acts as a stage that reflects how Aussies today and tomorrow are embracing their unique identity while simultaneously trailblazing and challenging the status quo,” he says. 

“With the suspected economic headwinds brands are facing this year, it has never been more important to understand what is bringing Aussies joy during these times and join them in this discovery in an authentic and captivating way.”

The next 12 months will be the most exciting for Australian football in the sport’s history, as both senior national teams are competing in their respective FIFA World Cups. The partnership with TikTok will complement the team’s digital and social media and create some noise in providing fresh and unique content for fans – including exclusive behind the scenes access. 

Football Australia’s head of marketing, Filopoulos says,“Football is the world game and with TikTok having over a billion users globally, this new partnership is an exciting one for both the CommBank Matildas and Subway Socceroos.” 

Filopoulos continues, “Our senior national football teams resonate deeply with all communities and our playing group have a strong following both at home and abroad. These TikTok accounts present the opportunity for fans to engage with both teams in a different and unique way, using the power and popularity of short-form mobile video.”

The opportunity to spark some coverage about the two national team will engage a new and diverse audience, Filopoulos highlights “it will not only entertain and educate but inspire a new generation of footballers through this presence on TikTok.”

The content on TikTok will feature images of both the Matildas and Socceroos in out of home and above the line campaigns. 

TikTok APAC’s head of sport business development, Jonathan Oake, expresses his excitement, “We’re excited to partner with Football Australia to launch both the CommBank Matildas and Subway Socceroos on TikTok. During a time of incredible excitement for football here in Australia, we welcome them both to our platform which reaches millions of Australian sport fanatics. I have no doubt that this partnership will deliver some of the best content we have seen on TikTok, all whilst we cheer for them from the sidelines!” 

The mental health hub allows users to search themed hashtags, hear from advocates in the community and gain access to organisations that provide essential resources.

TikTok outlines that hashtags are an easy way for people to find common interests and experiences.  

The hashtags will be available for people to share their story and connect with others which include #MentalHealth, #SelfCare, #StressRelief, #HealingJourney and #HealthyHabits.

TikTok has partnered with its creators on making helpful content to support those who may be struggling and encouraging them to feel less lonely. The app has outlined that the content is aimed to break down stigmas associated with talking about mental well-being challenges.

TikTok content creator, Jazz Thornton shares her stories about her mental health journey and provides information on how she prioritises her mental health. The creator has over 1.9 million followers and uses the platform to talk about her mental wellbeing by hoping to create change though her organisation Voices of Hope. 

TikTok has also partnered with ReachOut by organising mental well-being workshops. Its aim is to empower creators by helping them build a better understanding and confidence when creating sensitive content that may be triggering to their mental health.

Last year, TikTok developed well-being guides accessible to users that outline tips on how people can think more thoughtfully about what they share online. Their aim is simple, and that’s to maintain a supportive environment for people who choose to share their experience about their mental wellbeing.

Why did TikTok launch a mental wellbeing hub?

TikTok conducted a global survey to find out more about sharing mental health journeys online. It partnered with market research firm YouGov enabling it to access responses from more than 16,000 users in 13 markets. 

The research was to explore cross-generational and global consumer attitudes on mental well-being and to improve their understanding of people’s comfort levels talking about their issues with their friends, family and peers and what can help them to increase those comfort levels. 

The data outlined that 75 percent of the respondents felt comfortable talking about their mental well-being.

Also, one in four Australians feel that mental well-being is even more important than physical well-being.