De Kletskoker: Creative TikTok format for De Kindertelefoon 

Everything is discussable with De Kindertelefoon

De Kindertelefoon aims to communicate to children and young people that they can talk about anything. Sensitive topics, everyday topics, or taboo topics, everything is open for discussion. To reach as many young people as possible in the best possible way, you need to be where they are. In this case: on TikTok, where the target audience of De Kindertelefoon is highly present.

De Kindertelefoon was not yet active on this platform and asked iO for a channel and content strategy to reach as many children and young people as possible with their message. This strategy had to fit well on TikTok as a channel while still being in line with the De Kindertelefoon brand. Additionally, it had to align with the interests of the target audience.

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Challenge

Expand online reach among the target audience by venturing into a new platform for De Kindertelefoon: TikTok.

Solution

A TikTok strategy that aligns with the brand, channel, and target audience, including a creative concept.

About De Kindertelefoon

For 45 years, De Kindertelefoon has been the go-to place in the Netherlands where children can talk for free and confidentially about topics they cannot, dare not, or do not want to discuss in their own environment.

Every day of the year, over 600 volunteers are available for children and young people aged 8 to 18. They provide a listening ear for every question and every story through chat and telephone. By talking to children and questioning them, the volunteers enhance their (self)awareness and teach them to trust in their own strength. Additionally, De Kindertelefoon shares its expertise with partners in the social work field and conducts research to give children a voice.

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Relevance and reach outweigh followers

One of the reasons why TikTok is such a suitable channel for conveying the message of De Kindertelefoon, in addition to the large presence of the target audience, is the way content is presented.

Firstly, it offers an approachable way to discuss various, often sensitive, exciting, and unfamiliar topics. Moreover, young people may not actively seek out these topics themselves. The TikTok algorithm provides a solution by allowing young people to "spontaneously" encounter the content.

The goal of this strategy was to maximize relevance and reach on the platform, rather than focusing on gaining a large number of followers.

Engaging on TikTok: De Kletskoker as a content format

From the goal of this channel to the tone of voice, content approach, and interaction with the target audience, iO developed a complete channel strategy to allow De Kindertelefoon to connect with the target audience in the best possible way.

Additionally, we created a content format in line with the message of De Kindertelefoon (#overallespraten, meaning #talkaboutanything): De Kletskoker (The Chatterbox).

In this TikTok format, young people engage in conversations about anything using cards from De Kletskoker. Close collaboration with the youth council of De Kindertelefoon was involved, as they play a crucial role in the development of new initiatives.

Season 1
In the first season, we created De Kletskoker videos in a studio setting. Two young people took cards from De Kletskoker placed between them and discussed the questions and statements.

Season 2
TikTok is constantly evolving as a channel. Due to the unwritten guidelines for successful content on the platform, we entrusted the creation of content for season 2 to TikTok creators themselves: diverse young people who have an affinity for the platform and resonate with the values of De Kindertelefoon.