Expanding audiences without exhausting resources: How one nonprofit activated TikTok creators for authentic content curation

Nate Mize-Pressler and Melanie Schaffel
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Nate Mize-Pressler: Media Cause, USA
Melanie Schaffel: Parkinson’s Foundation, USA

Journal of Digital & Social Media Marketing, 2025, vol. 12, issue 4, 314-324

Abstract: Parkinson’s disease (PD) is a significant neurodegenerative disorder affecting millions globally. Despite its prevalence, there is no cure, and diagnosis remains challenging. The Parkinson’s Foundation, established in 1957, is committed to funding research, providing support and spreading awareness. This paper examines the foundation’s 2024 Parkinson’s Awareness Month campaign, #ABCsOfPD, which utilised innovative digital marketing strategies to enhance public awareness. The Parkinson’s Foundation, in partnership with Media Cause, leveraged previously untapped channels such as Reddit, Pinterest and TikTok, achieving notable engagement and expanding the foundation’s reach. A particular focus was on using the TikTok Creative Challenge to generate authentic, user-driven content, resulting in a successful campaign that drove significant website traffic and engagement.

Keywords: social media marketing; social media strategy; health marketing; influencer marketing; influencer content; paid media marketing; content resourcing and production; nonprofit marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
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