TikTok & giffgaff: How To Promote Sustainable Advertising
It's often unknown that advertising and marketing have a carbon output.
A single ad campaign can produce 70 tons of CO₂, equivalent to the output of an individual's yearly output.
In attempts to tackle this, TikTok has launched a pioneering end-to-end sustainable advertising campaign with giffgaff, Manning Gottlieb OMD (MGOMD) and Ad Net Zero.
Inside the TikTok and giffgaff partnership
The TikTok and giffgaff ‘Action 5’ pilot aligns with Ad Net Zero’s action plan which aims to merge creative excellence with environmentally responsible practices.
Launched by the UK’s Advertising Association, Ad Net Zero is a global, industry-wide initiative aimed at reducing CO₂ emissions within advertising.
The Action 5 campaign puts sustainability at the centre of every stage, supporting sustainable products, services and behaviours.
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 have exciting plans to support likeminded clients in advertising more sustainably on TikTok and look forward to sharing more news on how brands can get involved as we work towards a future of sustainable advertising."
The partnership between giffgaff and TikTok goes beyond Action 5 and focusses on a number of goals to reduce the negative impacts on global warming, including:
- Measuring carbon emissions across the value chain: Tracking and retrospectively measuring the campaign’s carbon footprint, establishing benchmarks for future initiatives.
- Sustainable production practices: Content creation prioritises 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: This campaign will culminate in a comprehensive case study, serving as a blueprint for TikTok's partners on sustainable advertising best practices.
Another way that the partnership is accelerating is by giffgaff offering refurbished phones, a much more sustainable and cheaper option for content creators.
Circularity & giffgaff
By offering refurbished phones and circular technology, giffgaff are promoting a circular economy to reduce waste, conserve resources and minimise CO₂ emissions.
Giffgaff’s circular economy focuses on reusing and recycling products and materials, which reduces costs and environmental impact.
By selling refurbished phones, giffgaff gives devices a second life, reducing the need for new production – benefitting the environment hugely.
Choosing refurbished products decreases the demand for raw materials, like gold, copper and cobalt, which often lead to habitat destruction, pollution and landscape degradation
giffgaff encourages customers to recycle their old phones through the giffgaff Recycle programme, allowing for less waste due to the reuse of phone parts.
The phones provided by giffgaff are reconditioned to be as close to new and cheap as possible, ensuring they meet high-quality standards at a low cost.
Lisa Boyles, Head of Go To Market and Media, giffgaff comments: “We are deeply passionate about responsible and sustainable marketing, including how we buy our media but also with the messages we choose to show up with.
“We are delighted to be partnering with TikTok to lead the charge with a truly collaborative campaign that demonstrates our commitment in this space, whilst arming the wider industry with insights and inspiration to take action themselves”.
By implementing these practices, giffgaff is contributing to a more sustainable and circular approach to mobile technology, reducing waste and promoting the reuse of electronic devices.
The collaboration between TikTok and giffgaff sets a new benchmark for sustainable advertising, proving that innovation and environmental responsibility can go hand in hand.
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