TRUTH

Everything Sucks Right Now

With the goal of denormalizing vaping, Truth looked to social to fuel unacceptability and reverse the cultural momentum that vaping has on Gen Z. In 2022, we launched an influencer led activation called, Everything Sucks Right Now. The campaign is more than just an angsty outburst, it’s a movement to embrace raw emotional expression as a way of coping with the stresses of everyday life. Let’s admit that everything kinda sucks right now, and invite people on TikTok to vent as a method of release, instead of internalizing stress and vaping to cope.

Results: 91.68M users reached; 183.45M impressions in 3 weeks; 51% positive sentiment average across all the phases (Truth BM: 35% positive)

VENTing OUTLet

First, we started by inviting folks to vent to a text line about anything and everything they think really sucks right now. We activated paid media, wildpostings across a few major cities and a range of influencers to promote the number to text on their channels.

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TIKTOK SHOW

Next, we created 4 mini-episodes of a show called “Everything Sucks Right Now,” riffing on the themes and topics that popped up in those vent line messages. Vaping was a recurring theme, but not something we’re hitting people over the head with – so the brand doesn’t feel like an authoritative figure. Our supporting influencers then retargeted their followers by promoting the show on their channel.