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

Nate Mize-Pressler & Melanie Schaffel

Journal of Digital & Social Media Marketing2025https://doi.org/10.69554/nsqu1322article
ABDC C
Weight
0.50

What the paper says

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.

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Cite this paper

https://doi.org/https://doi.org/10.69554/nsqu1322

Or copy a formatted citation

@article{nate2025,
  title        = {{Expanding audiences without exhausting resources: How one nonprofit activated TikTok creators for authentic content curation}},
  author       = {Nate Mize-Pressler & Melanie Schaffel},
  journal      = {Journal of Digital & Social Media Marketing},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.69554/nsqu1322},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.