The authenticity of the resulting content resonated with viewers and increased watch time for the brand. It also gave creators artistic freedom to promote the products in ways that are compatible with their other content and online conversations. The company recruited its partners via creator information and custom questionnaires, and matched creators to specific campaign goals. Soda brand OLIPOP spent the last year driving up its visibility and sales via TikTok creators, often partnering with prominent food and lifestyle influencers, including Mari and Candice Cooks and others, to promote their favorite OLIPOP products. OLIPOP grants creator partners artistic freedom to improve authenticity The creator-led content yielded $38.6M EMV during the campaign, attracting consumers among Gen Z and millennial users and helping the brand build and maintain authenticity with this target demographic. The campaign expanded the brand’s creator community on TikTok, the volume of content published on the site, and mentions across social media. The campaign sparked a surge in TikTok content, and #CheetosReaperReactions quickly became the brand’s leading hashtag.
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