Food and Bev eLearning (Prototype)
Responsibilities: Instructional Designer, Ad Policy SME, Content Development, Scenario Creation, Visual Design, Project Management
Problem: Brands in the food and beverage industry were facing an increasing number of ad policy violations on TikTok due to a lack of clarity on how their ads were being flagged for violating specific ad policies like Health and Pharma, Adult Content, and Weight Loss. The high volume of policy violations was hindering campaign execution, leading to missed revenue opportunities.
Solution: Designed and developed an engaging, scenario-based eLearning course specifically tailored to help food and beverage advertisers navigate TikTok’s advertising policies. The course was structured to educate learners on identifying common ad violations related to product claims, visuals, and targeting, and to empower them to create compliant ads. This resource aimed to reduce ad rejections and ensure a smoother ad approval process.
Audience: Food and Beverage Advertisers
Tools: Rise 360, Figma, Canva, Adobe Illustrator, ChatGPT
Impact
Process
Course Structure and Content Breakdown:
Learning Objectives:
Comprehension (Level 2): Identify why an ad for a food or beverage product might get flagged, even if it’s allowed to advertise on TikTok.
Comprehension (Level 2): Recognize ad copy that violates TikTok’s advertising policies based on product claims, visuals, or targeting.
Application (Level 3): Apply best practices for policy-compliant advertising on TikTok.
Target Audience:
Food and beverage advertisers (new and existing).
Advertisers who have had past violations or are likely to violate policies due to unclear ad copy or targeting.
Advertisers looking to improve campaign performance while staying compliant.
Course Format:
eLearning, delivered via Articulate Rise.
Focus on scenario-based learning, leveraging real-world examples that apply to the food and beverage industry.
Interactive components including practice exercises, quizzes, and real-time feedback.
Course Content:
Introduction: Overview of TikTok’s ad policy framework with a focus on food and beverage-specific rules.
Ad Review Process: Detailed breakdown of the eligibility and ad review steps, including prohibited and restricted industry categories.
Scenarios and Case Studies: Learners step into the shoes of a fictional brand, Seed to Platter, to practice identifying policy violations in their own ads.
Example scenarios included therapeutic language for food, weight loss claims, and adult content in ads.
Best Practices: Actionable tips for creating ads that comply with TikTok's policies, such as avoiding medical or therapeutic claims and ensuring proper targeting.
Post-training Support:
Access to FAQs and links to the full TikTok Advertising Guidelines for in-depth review.
Assessment:
Interactive questions and quizzes to assess learner understanding.
Learners will apply what they've learned to mock ad examples and receive immediate feedback.
