Tik tok challenge1/17/2024 “TikTok has created a community that likes to - and can - participate in things,” said Horowitz. There is something about TikTok, its style and tools and creativity, that just really works.”Īccording to data from Tribe Dynamics, Eucerin’s #28DaysofEucerin challenge, which encouraged users to share their skin and self-care routines, while emphasizing that it takes around 28 days to form a new habit, generated $21.2 million in earned media value, or EMV, during the month of February.įor reference, the brand netted a comparatively low total of $888,000 EMV on the platform for the month prior. Said Erynn Keefe, vice president of marketing at Derma U.S., who hosted Eucerin’s #28DaysofEucerin TikTok challenge this past February, “We’ve done challenges before on platforms like Facebook - they’ve never performed like this. Now, companies are delving into TikTok challenges as a means to raise brand awareness on their own terms - and it seems to be paying off. In the case of the Dyson Airwrap, which Ubiquitous reports is the most TikTok-viral beauty product of all time, the hair tool’s meteoric rise occurred without Dyson ever creating an official TikTok page of its own, a testament to the power of the organic momentum the platform can facilitate. According to influencer marketing agency, Ubiquitous, 46 of the 100 most viral products on TikTok are beauty products.īrands like Olaplex, Dyson and Glow Recipe are among those that have reaped the rewards of unsolicited, user-generated TikTok videos showing love to their products. This is especially true in beauty, which dominates the platform. TikTok challenges have emerged in part as brands’ responses to the phenomenon of organic TikTok virality, which is proving increasingly influential in fueling brand popularity and positive consumer sentiment these days. One part of this strategy is the so-called TikTok challenge, which Horowitz stresses “requires a lot of choices that are the opposite of what you would often choose with successful social media marketing.” “At Movers and Shakers, our North Star is connecting brands and culture, so we’re always looking at how we can make brands more culturally relevant and cool,” said Horowitz, adding that helping brands forge and maintain successful TikTok presences is a process that often comes with a glaring learning curve. “Being too polished is something we coach our clients on a lot.” onto BeReal in August, marking the first official foray by a brand onto the of-the-moment photo-sharing platform. Cosmetics, Amazon, Red Bull and others spearhead successful TikTok challenges and campaigns, including launching E.l.f. Take it from Evan Horowitz, who cofounded creative marketing agency Movers and Shakers in 2016 alongside Geoffrey Goldberg, and has helped brands like E.l.f. Things move fast on TikTok - literally and figuratively - so this is no easy undertaking. TikTok, more than any platform before it, is tasking brands with emulating what consumers already are - rather than crafting the ideals consumers aspire toward - without seeming as though they are trying too hard to do so (because that level of perceptible exertion by a brand, especially on the consumer’s own turf, would be *Gen Z voice* ew). Simply put, Instagram coolness and TikTok coolness are two very different things. Amazon Prime Day Is Offering The Best Deals on Top-Rated Hair Dryers
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