Dear
The campaign has now reached a pivotal moment. Your continued support and involvement is going to make a real difference.
Our overarching strategy can be divided into three parts:
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The campaign wants to open a conversation with Diageo’s 29,000 employees.
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The campaign wants to engage with hundreds of thousands of shareholders, both large and small.
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The campaign wants to reach hundreds of millions of Diageo consumers.
On July 30th, we will explain in greater detail how we intend to pursue these conversations with Diageo’s stakeholders.
In the meantime, we have started a TikTok campaign @ThalidomideVoice. This is still in its early stages, allowing us to test different strategies and learn how best to reach Diageo’s consumers. The lessons we learn will then help us expand our message across other social media platforms.
Over the last few weeks, Mikey has posted 26 videos, and they are gaining significant traction. You can find these videos on TikTok under @ThalidomideVoice. Viewing figures range from a few thousand to a quarter of a million per video, and collectively the videos have now achieved over one million views.
It is time to increase the number of people seeing these videos, and this is where YOU can play an important role in this grassroots campaign.
The way TikTok works is that, when a video is posted, it is initially shown to a small audience. TikTok then uses its algorithms to measure the response. If people watch the video to the end, repost it, save it, like it, or leave comments, the video is then shown to a larger audience. This process continues as engagement grows.
The key is to create momentum as soon as each video is posted.
We need you to do the following:
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Join TikTok. If you need help, please message Mikey at: info@thalidomidevoice.org
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Look out for a message from Thalidomide Voice, usually in the afternoon, letting you know that a new video has been posted. Once you follow Thalidomide Voice, TikTok will also notify you directly.
When a new video is posted, please can you do several (or all) of the following:
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Watch the video all the way through.
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Repost it.
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Save it.
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Like it.
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Leave a comment.
The sooner you do this after the notification, the greater the impact you will have on the video’s reach and visibility.
Your help will be invaluable. Your support WILL make a difference.
Mikey and Nick