TikTok Advertisement Consultant

Terms of reference for consultancy

Purpose of Project and Background:

As part of the Emergency Social Safety Net programme, The IFRC Türkiye, is currently pursuing an Above Standard Visibiity Plan (ASV) in collaboration with the Turkish Red Cross and funded by ECHO.

The main objective of the ASV is to raise awareness among EU citizens that the European Union, in partnership with the IFRC and TRC, is assisting and making a difference in the lives of refugees in Turkey through the Emergency Social Safety Net (ESSN) project, which is the biggest Cash Project in the world.

Alignment to the IFRC’s objectives and strategy

The International Federation of Red Cross and Red Crescent Societies (IFRC) seeks to sub-contract the development and management of our TikTok advertisement aimed at supporting its ECHO Above Standard Visibility Plan. The objective of the services is to increase our potential reach – diversifying our target audience – , video views and engagement rate. This includes activities related to X-Media analytics aimed to measure the impact of the service and ensure compliance with the agreed KPIs within the ASV plan.

Project objectives

Support IFRC in running ads on TikTok channels to reach our KPIs as per the ASV as well as produce monthly analytics for monitoring purposes and one final report for the whole project.

Desired outcomes

Main KPIs for content dissemination strategy on TikTok include (CPM .05 Euro):

• 10 million potential reaches
• At least a 4% engagement rate on all content
• At least 8 million video views on content (CPV .01 Euro)

Consultancy outputs

The service provider is expected to deliver:

1. STRATEGY:

a. TARGET AUDIENCE: 80% EUROPE and 20% TÜRKIYE

b. KPIs: Prioritize video views (minimum of 8million) + potential reach (minimum 0f 7 million). CPM .05 Euro and CPV of 0.01 as per ECHO specs

c. CONTENT: 12 advertisements spread throughout 7 months period

• i. IFRC will provide the content throughout the whole period
• ii. 12 content totaling of 1 minute, which could be divided into 20-second videos or other as advised based on performance

2. MANAGEMENT OF ADVERTISEMENTS:

a. ACCOUNT MANAGEMENT: The contracted party is responsible for launching the ads and managing IFRC’s brand-new TikTok ads account, provided that it is still empty with no target audience lists. The contracted party must be able to secure an account manager from TikTok’s side. IFRC will provide the agreed content 5 days prior launching the advertisement. This will enable the contracting party to provide any feedback.

b. PLANNING AND EVALUATION (ANALYTICS as per below): 1 briefing session per month (on the 5th of each month) to revise the monthly advertisement package and prior analytics:

• i. Planning: number and type of content, type of advertisement, etc.) based on previous months performance

Evaluation: the consutant will provide a report with the analytics of the prior month which will be presented to IFRC. Based on such the consultant will advise on the content and type of advertisement as stated above

3. ANALYTICS:

a. PROVIDE MONTHLY ANALYTICS BEFORE THE 5TH OF EACH MONTH. THIS SHOULD INCLUDE:

• i. CPM of launched ads + other cost-related info
• ii. Number of video views
• iii. Potential Reach
• iiii. Number of engagements
• v. Engagement rate

Method of delivery and reasons for selecting that method:

Remotely and online, as it is a social media advertisements service.

Support to be provided to the consultant:

IFRC will provide all the content prior to launching and will schedule all the briefing and evaluation sessions needed.

Schedule for payment of fees:

Monthly basis.

Time allocation:

The services noted above will take place throughout the last quarter of 2022 and first two quarters of 2023.

Management of consultancy:

The Consultant will be managed by the IFRC X-Media Delegate and the IFRC Communications Coordinator