Säker med häst
How do you make educational safety content feel relevant to a younger TikTok audience?
Client
SvRF x Folksam
Industry
Non-profit / Sports
Year
2024–2025
Platform
TikTok
Together with Svenska Ridsportförbundet and Folksam, we developed Säker med häst — a TikTok-first campaign designed to increase awareness around horse safety in a way that felt entertaining, native and engaging for Gen Z horse enthusiasts.
Instead of traditional educational communication, the strategy focused on adapting safety messaging to TikTok behaviors and trends — combining short-form storytelling, humor, POV formats and interactive elements to meet the audience on their own terms.
Campaign Results
7.2M+
Impressions
614K
Unique users reached
51%
Engagement rate
20%
Interaction rate — Story Selection
Safety content that doesn't feel like safety content
Educational content about horse safety risks being ignored by the very audience it needs to reach — young equestrians on TikTok who scroll past anything that feels like a lecture. The challenge was to make important safety messages land without losing the audience before the message had a chance.
Dans
Prassel
Känsel
Platform-native. Interactive. Organic-first.
All creatives were published organically before being boosted through paid media — letting the campaign benefit from both paid reach and TikTok's algorithm rewarding authentic content. The strongest performer was the interactive Story Selection format for "Ryktborsten", where users chose how the story continued. Out of 52,163 completed views, 20% chose to interact further.
By combining platform-native storytelling, interactive formats and a social-first media strategy, the campaign turned educational content into something audiences actively chose to engage with.
Services
- Concept Development
- Content Production
- TikTok Strategy
- Paid Social
- Interactive Formats
Platform
- TikTok