https://maritsacreativestrategy.cargo.site Maritsa Patrinos: Creative Strategy Mon, 08 May 2023 01:14:19 +0000 https://maritsacreativestrategy.cargo.site en https://maritsacreativestrategy.cargo.site/Coca-Cola Fri, 28 Apr 2023 17:28:36 +0000 Maritsa Patrinos: Creative Strategy https://maritsacreativestrategy.cargo.site/Coca-Cola COCA-COLA: DREAMWORLD <img width="900" height="465" width_o="900" height_o="465" data-src="https://freight.cargo.site/t/original/i/bae9dd9845254dc220637675286cb538a6883ed0e2dbf2f0ebaf93b8fb62761d/Coca-Cola_Mediacom-Dreamworld-Thoughtstarters3.gif" data-mid="177078899" border="0" src="https://freight.cargo.site/w/900/i/bae9dd9845254dc220637675286cb538a6883ed0e2dbf2f0ebaf93b8fb62761d/Coca-Cola_Mediacom-Dreamworld-Thoughtstarters3.gif" /> Coca-Cola’s 2022 TikTok Dreamworld campaign THE PRODUCTDreamworld is a limited-edition flavor and Coca-Cola trademark product that debuted in August 2022 with the vision of merging fantasy with reality to bring dreams to life. Tapping into the power of the subconscious and the collective passion for exploring dreams, Coca-Cola Dreamworld is meant to be a gateway into a lively, animated world where anything is possible; where imaginations are free to discover the magic in ordinary moments. THE BRIEFReignite Gen Z’s affinity and buzz for Coca-Cola by connecting with them on their terms and surprising them into loving Coca-Cola. Engage with them on the basis of celebrating imagination and bringing dreams to life. How can we create a shared dreamscape that's both powered by and experienced by TikTok users? Introduce the latest Coca-Cola® Creation by creating intrigue and mystery around the product by waking up and celebrating the most imaginative parts of users minds. How can we get users to participate through exploring and challenging dreams and reality? Bring BIPOC creators to the forefront and giving them the visibility they deserve. How can this campaign put them at the center of the concept? THE SOLUTION Bringing Dreams to Life: A Two Phase ApproachWe have long speculated about the meaning and level of significance of our dreams. Whether it’s a meaningless little adventure you take in your sleep, or a window to the soul for analysis, we all dream. None of us have fully untangled exactly why. Because not everyone is able to clearly articulate what they saw in their wildest dreams, we had TikTok creators interpret the community’s dreams through a diverse set of artistic mediums. From the traditional to the disruptive, BIPOC creators flexed their artistry to bring TikTok’s dream to life and give it meaning. PHASE 1 Creators posted TikTok (both on their accounts, and reshared by Coke) with a CTA for fans to share their dreams. Creators mentioned how they were inspired by the bright world of Coca-Cola Dreamworld, and the videos incorporated their oddly satisfying visuals with the product folded in. Then, the brand compiled the top 10 themes and keywords from UGC submissions, then put together a brief, summarizing “TikTok’s Dreams” shared with Creators as one long sentence. <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/41bfa70ab9980bbd7e465722fa882ab63e11245f17a73bd08e2d12f2d95c3f1e/giphy-1.gif" data-mid="177076344" border="0" src="https://freight.cargo.site/w/270/i/41bfa70ab9980bbd7e465722fa882ab63e11245f17a73bd08e2d12f2d95c3f1e/giphy-1.gif" />&nbsp; Phase 1 video by @artbyayala&nbsp;Impressions: 19.3M <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/38c365c4b05537e940f6dff78f1c0798fc008f2a856cee603c3b8c10a86f5b40/giphy.gif" data-mid="177076348" border="0" src="https://freight.cargo.site/w/270/i/38c365c4b05537e940f6dff78f1c0798fc008f2a856cee603c3b8c10a86f5b40/giphy.gif" />Phase 1 video by @domenicaaqImpressions: 536K <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/47788bf974739707a536c4ca0371d27f8776411dde7d1dbcee1d17fdc6b37579/giphy-3.gif" data-mid="177076347" border="0" src="https://freight.cargo.site/w/270/i/47788bf974739707a536c4ca0371d27f8776411dde7d1dbcee1d17fdc6b37579/giphy-3.gif" />Phase 1 video by @zaroozaImpressions: 3.9M <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/65dc91fbc99dab23af86d88336fc82da607804a3d5fb37a0fdbe241228dc5f0d/giphy-2.gif" data-mid="177076346" border="0" src="https://freight.cargo.site/w/270/i/65dc91fbc99dab23af86d88336fc82da607804a3d5fb37a0fdbe241228dc5f0d/giphy-2.gif" />Phase 1 video by @mimlesImpressions: 20.1M PHASE 2 Creators creatively interpreted “TikTok’s Dreams” and shared the content (both on their accounts, and reshared by Coke) with a CTA for fans to share their own creative interpretations. Coke then created and posted a highlight reel of select UGC dream interpretations.&nbsp;&nbsp; <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/40ae3fdf1e1cb799f3ec0abb7b522d89695be61436fcf13732e8bcc560b59065/giphy-1.gif" data-mid="177077439" border="0" src="https://freight.cargo.site/w/270/i/40ae3fdf1e1cb799f3ec0abb7b522d89695be61436fcf13732e8bcc560b59065/giphy-1.gif" />&nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/471636bd63eb4eb98d301cf92d88da4c8824731eb94bcb56f27d3a8a81c295b3/giphy-3.gif" data-mid="177077467" border="0" src="https://freight.cargo.site/w/270/i/471636bd63eb4eb98d301cf92d88da4c8824731eb94bcb56f27d3a8a81c295b3/giphy-3.gif" />&nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/4dca13e86c76e364f7e28d2c3eb85d41fd91eb8b3493c84ebc2a995ca89cd5f2/giphy-4.gif" data-mid="177077468" border="0" src="https://freight.cargo.site/w/270/i/4dca13e86c76e364f7e28d2c3eb85d41fd91eb8b3493c84ebc2a995ca89cd5f2/giphy-4.gif" />&nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/9f8eb7fd0b7eb9aaa6e9dfa76280a74a7835450bc7e07bb04f550cf661542dc3/giphy-5.gif" data-mid="177077469" border="0" src="https://freight.cargo.site/w/270/i/9f8eb7fd0b7eb9aaa6e9dfa76280a74a7835450bc7e07bb04f550cf661542dc3/giphy-5.gif" />&nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/3b115dde56d0d4c941104cee24945be780854ffe4b8aa691a15cdf7f672e44c4/giphy-6.gif" data-mid="177077470" border="0" src="https://freight.cargo.site/w/270/i/3b115dde56d0d4c941104cee24945be780854ffe4b8aa691a15cdf7f672e44c4/giphy-6.gif" />&nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/4083f4fd89eaf8155eb86dc2fb555f859077443f66350252d4aa9ee317f6a503/giphy.gif" data-mid="177077476" border="0" src="https://freight.cargo.site/w/270/i/4083f4fd89eaf8155eb86dc2fb555f859077443f66350252d4aa9ee317f6a503/giphy.gif" />&nbsp;Phase 2 videos by @zarooza (Impressions: 16.1M),&nbsp;@domenicaq, @aprilbydesign, @artbyayala (Impressions: 16.3M), @kukombo (Impressions: 13.6M), and @notoriouscree (Impressions: 28.9M). (Click handles to view videos) <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/12567522f216f9e80f10f33133d48fe3a32f81885738f506b29ec3276ee2b59e/giphy-1.gif" data-mid="177079864" border="0" src="https://freight.cargo.site/w/270/i/12567522f216f9e80f10f33133d48fe3a32f81885738f506b29ec3276ee2b59e/giphy-1.gif" />Coke’s highlight reel of dream interpretations.&nbsp; THE RESULTSPhase 1 – R&amp;F Top-FeedImpressions: 43.9MAd CTR: .43% (Benchmark 0.15%)2s VTR: 34.4% (Benchmark – 44.%)Engagement Rate: .79% (Benchmark – 1.04%)Avg Watch Time Per Video View: 3.69s (Benchmark – 3.63s)Phase 2 – R&amp;F Top-FeedImpressions: 20.1M Ad CTR: .39% (Benchmark 0.15%)2s VTR: 39.15% (Benchmark – 44.%)Engagement Rate: .54% (Benchmark – 1.04%)Avg Watch Time Per Video View: 3.56s (Benchmark – 3.63s)Phase 2 - AuctionTotal Impressions: 82.4MAd CTR: .31% (Benchmark – 0.10%)2s VTR: 26.72% (Benchmark – 18.73%)Engagement Rate: .59% (Benchmark – .60%)Avg Watch Time Per Video View: 2.47s (Benchmark – 2.01s)AnalysisIn total, this campaign reached 58M people, delivering 146M impressions with a total eCPM of $7.66.All campaigns surpassed the CTR benchmarks by over 100%!In total, the two Top-Feed campaigns outperformed the Auction campaigns in terms of 2s VTR (34%) and Avg Watch Time (66%)The Auction campaign surpassed the Avg Watch Time benchmark by 23% and the 2s VTR benchmark by 2%.Of all creatives the James Jones Phase 2 Top-Feed creative had the top 2s VTR (64.58% - 46% above benchmark), top Engagement Rate (1.10 – 5.76% above benchmark) and top Average Watch Time (6.25s – 72% above benchmark)! https://maritsacreativestrategy.cargo.site/Oreo Tue, 02 May 2023 20:14:47 +0000 Maritsa Patrinos: Creative Strategy https://maritsacreativestrategy.cargo.site/Oreo OREO: #HOLIDAYOREOKE<img width="1279" height="987" width_o="1279" height_o="987" data-src="https://freight.cargo.site/t/original/i/6b26d7904d42b4cad81779948968f8041a70897e82f0c50495cbbfdd8b578b04/Screen-Shot-2023-05-02-at-8.04.34-PM.png" data-mid="177475035" border="0" data-scale="72" src="https://freight.cargo.site/w/1000/i/6b26d7904d42b4cad81779948968f8041a70897e82f0c50495cbbfdd8b578b04/Screen-Shot-2023-05-02-at-8.04.34-PM.png" /> OREO’s 2022 TikTok Holiday Campaign THE PRODUCTOREO is the quintessential Nabisco product, the&nbsp;chocolate &amp; creme filling sandwich cookie, with many flavors and versions, and the main ingredient of a neverending supply of dessert recipes.&nbsp; THE BRIEFSupply creative input, consultation, and concepting for OREO's TikTok holiday campaign ideas. Help OREO finalize a direction for their campaign and direct them to specific TikTok ad products that can help bring their vision to life. THE SOLUTIONKnowing that sound is the heart of TikTok, the direction selected was OREO karaoke, or “OREOke”. This playful challenge brought people together to lip sync along (karaoke-style) using an OREO as the mic. At the heart would be a TikTok musician to make a custom track for the challenge, and we’d tap other popular TikTok creators to help kick things off. Part of my guidance on this direction was to reinforce the necessity for a talented music creator, one who is respected by the TikTok community. The right person has the potential to make or break the campaign, so I stressed the need to work closely with our Creator Solutions team.&nbsp; THE EXECUTION<img width="1170" height="530" width_o="1170" height_o="530" data-src="https://freight.cargo.site/t/original/i/1381ea414f0ca5936bc3a779fd336cd14fa77b952dcfd4a8ea762283d21da30a/20230427-223001_2.png" data-mid="177448969" border="0" data-scale="81" src="https://freight.cargo.site/w/1000/i/1381ea414f0ca5936bc3a779fd336cd14fa77b952dcfd4a8ea762283d21da30a/20230427-223001_2.png" />OREO released the custom holiday song, Santa, Snow &amp; OREO, made especially for TikTok by The Gregory Brothers (AKA @schmoyoho, the creators behind the “corn kid” song) &amp; Gabriella Joy (AKA @gabriellajoy_) <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/5f5eb316f0857540b588b02431034355564b0e33094d368488eb5f3f58a4ebb9/giphy-3.gif" data-mid="177448994" border="0" src="https://freight.cargo.site/w/270/i/5f5eb316f0857540b588b02431034355564b0e33094d368488eb5f3f58a4ebb9/giphy-3.gif" />&nbsp;&nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/c0dec7aa416130fa0721780ef0dc3b3aaa897769b78fdc3b7d3fd1d60c6110c2/giphy-2.gif" data-mid="177448993" border="0" data-scale="100" src="https://freight.cargo.site/w/270/i/c0dec7aa416130fa0721780ef0dc3b3aaa897769b78fdc3b7d3fd1d60c6110c2/giphy-2.gif" /> Campaign debut videos by @schmoyoho and&nbsp;@gabriellajoy_ (Click handles to view the videos) The song also accompanied a branded effect that allowed users to sing along with the song, karaoke-style, with a bouncing OREO taking them through the lyrics. <img width="1080" height="2224" width_o="1080" height_o="2224" data-src="https://freight.cargo.site/t/original/i/88ce4e5a3666298e26471dd1959ef9e545cab127da87ad804b0fe8c71d5b898f/20230427-222909.jpeg" data-mid="177449198" border="0" data-scale="39" src="https://freight.cargo.site/w/1000/i/88ce4e5a3666298e26471dd1959ef9e545cab127da87ad804b0fe8c71d5b898f/20230427-222909.jpeg" />&nbsp; &nbsp;&nbsp;<img width="232" height="480" width_o="232" height_o="480" data-src="https://freight.cargo.site/t/original/i/89dec5b164ff4e108659b24832bb84d49e2d5a9127b8008d741b48d8eeca0e05/giphy.gif" data-mid="177480791" border="0" data-scale="100" src="https://freight.cargo.site/w/232/i/89dec5b164ff4e108659b24832bb84d49e2d5a9127b8008d741b48d8eeca0e05/giphy.gif" /> <img width="1170" height="2416" width_o="1170" height_o="2416" data-src="https://freight.cargo.site/t/original/i/f8fd12e6a631bd12a742d64d96ab5cc0cba12af40ba75ca69634ccfa2bde22d4/20230427-222852.png" data-mid="177449197" border="0" src="https://freight.cargo.site/w/1000/i/f8fd12e6a631bd12a742d64d96ab5cc0cba12af40ba75ca69634ccfa2bde22d4/20230427-222852.png" /> This was also the basis for a Hashtag Challenge, which prompted users to incorporate the product on a fork as a makeshift microphone, singing into it for their content. <img width="2200" height="2282" width_o="2200" height_o="2282" data-src="https://freight.cargo.site/t/original/i/f4088ea3969601b99b098942cbd0f0d2aba05f50d4998f2f5ec92de9fea9d09d/Picture1.gif" data-mid="177450542" border="0" data-scale="54" src="https://freight.cargo.site/w/1000/i/f4088ea3969601b99b098942cbd0f0d2aba05f50d4998f2f5ec92de9fea9d09d/Picture1.gif" /> A custom emoji was created and automatically added to hashtag use, an exclusive to TikTok feature. The challenge was then kicked off by family TikTok creators who demonstrated how to use the effect.&nbsp; <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/26edcb98dd17ab4cf5f6fdb01078b828a75e068cb169abcc813c1e55f57b7183/giphy-1.gif" data-mid="177450918" border="0" src="https://freight.cargo.site/w/270/i/26edcb98dd17ab4cf5f6fdb01078b828a75e068cb169abcc813c1e55f57b7183/giphy-1.gif" />&nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/cf02f7bd1817d893e76af0b2abd4edb2132253691f487f1abb41694bc49fbc0b/giphy-4.gif" data-mid="177450942" border="0" src="https://freight.cargo.site/w/270/i/cf02f7bd1817d893e76af0b2abd4edb2132253691f487f1abb41694bc49fbc0b/giphy-4.gif" />&nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/7835321b9fdf9f11701b895167c88b8f00c768ebe41690231177fcdcd811f12f/giphy-2.gif" data-mid="177476124" border="0" src="https://freight.cargo.site/w/270/i/7835321b9fdf9f11701b895167c88b8f00c768ebe41690231177fcdcd811f12f/giphy-2.gif" />&nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/70f91fa46027fe83ee356e3f8e62b4316b15060c37a1c318d1810aeb5efe5249/giphy-3.gif" data-mid="177476126" border="0" src="https://freight.cargo.site/w/270/i/70f91fa46027fe83ee356e3f8e62b4316b15060c37a1c318d1810aeb5efe5249/giphy-3.gif" />&nbsp;Paid influencer videos by @andrewzspencer, @joshkillacky,&nbsp;@cristalallure,&nbsp;and @alixtraeger (Click handles to watch the videos) THE RESULTS Less than 24 hours into the challenge, #HolidayOreoke already had 214M views OREO executed this idea on TikTok first, then adapted it for other platforms, and even directed their audience from Stories &amp; Reels back to TikTok to get them to participate https://maritsacreativestrategy.cargo.site/Keurig Wed, 03 May 2023 02:27:28 +0000 Maritsa Patrinos: Creative Strategy https://maritsacreativestrategy.cargo.site/Keurig KEURIG:#MadeWithKeurigContest <img width="1437" height="858" width_o="1437" height_o="858" data-src="https://freight.cargo.site/t/original/i/3144fc7bf9709eb9d06637239933305cf60f0699ad228b39ee0eeb1658e5b9e7/Screen-Shot-2023-05-03-at-12.05.50-AM.png" data-mid="177488224" border="0" src="https://freight.cargo.site/w/1000/i/3144fc7bf9709eb9d06637239933305cf60f0699ad228b39ee0eeb1658e5b9e7/Screen-Shot-2023-05-03-at-12.05.50-AM.png" /> Keurig’s 2022 TikTok campaign launched for National Coffee Day&nbsp; THE PRODUCT Keurig provides coffeemakers and K-Cup pods to enthusiasts of the at-home coffee routine. As part of the evolution of smart appliances, consumers can replicate the specialty coffeeshop experience at home also well as opt into their pod subscription service. This ask specifically highlights the K-Café SMART brewer, which has all of the same capabilities that a Nespresso machine has. THE BRIEF Showcase that any Keurig brewer can help create a specialty coffee drink with ease.Looking to curate recipes to showcase on their website. (They will be leveraging the TikTok logo on their website "As Seen on TikTok".&nbsp;Drive traffic to Keurig’s Café Creations recipes at keurig.com or on the Keurig app. Promote and drive awareness to their K-Café SMART brewer. (Official creators will get this new brewer to feature in their video) Acquire new purchasers and get current Keurig owners to upgrade. Encourage consideration with key positioning factors. Media Objectives: Drive Lifts in Brand Metrics: Awareness, Consideration, and Purchase Intent THE SOLUTIONHashtag Challenge #MadeWithKeurigContest <img width="235" height="480" width_o="235" height_o="480" data-src="https://freight.cargo.site/t/original/i/a813aa12c75df86121652706a4eeebfbd5494852412dda84cc2db6ba1240afba/giphy-6.gif" data-mid="177486962" border="0" data-scale="100" src="https://freight.cargo.site/w/235/i/a813aa12c75df86121652706a4eeebfbd5494852412dda84cc2db6ba1240afba/giphy-6.gif" />&nbsp; &nbsp;&nbsp; Hashtag Challenge page preview This challenge asked TikTok users to&nbsp; to let their inner barista shine and celebrate National Coffee Day by sharing their favorite at-home coffee recipe using their Keurig. The Hashtag Challenge page included information on the product giveaway, as well as a link-out to Keurig.com’s recipe page. <img width="828" height="1718" width_o="828" height_o="1718" data-src="https://freight.cargo.site/t/original/i/17b41718b7be6b19882976fe13a871fbf6cf95b00267aacefd9f5ec15e1ee4fa/20230426-143409.png" data-mid="177486978" border="0" data-scale="90" src="https://freight.cargo.site/w/828/i/17b41718b7be6b19882976fe13a871fbf6cf95b00267aacefd9f5ec15e1ee4fa/20230426-143409.png" /> InFeed video ads kicked off the campaign by having a range of creators demonstrate their own favorite Keurig recipes and giving information on the giveaway.&nbsp; &nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/ff886797a568903c71f5409cfb52346533e00763f3dbbfa5e96841a80ac3685a/giphy.gif" data-mid="177486871" border="0" src="https://freight.cargo.site/w/270/i/ff886797a568903c71f5409cfb52346533e00763f3dbbfa5e96841a80ac3685a/giphy.gif" /> <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/13776f1c68e68e32e525761af68d0a040a2d5d407d23210d75da424949a4359f/giphy-2.gif" data-mid="177486874" border="0" src="https://freight.cargo.site/w/270/i/13776f1c68e68e32e525761af68d0a040a2d5d407d23210d75da424949a4359f/giphy-2.gif" />&nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/30f5471ede1c8d5442aab412dae649e503fba428bd9301eb12138947db354987/giphy-3.gif" data-mid="177486897" border="0" src="https://freight.cargo.site/w/270/i/30f5471ede1c8d5442aab412dae649e503fba428bd9301eb12138947db354987/giphy-3.gif" /> <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/058022049a1238abff26ae6cdc9f02671dd8b2b5b373f1dd3061c0f002c4808f/giphy-1.gif" data-mid="177486869" border="0" src="https://freight.cargo.site/w/270/i/058022049a1238abff26ae6cdc9f02671dd8b2b5b373f1dd3061c0f002c4808f/giphy-1.gif" />&nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/9c66108972dfa9f0f853df548ff524fd7212e5dfb65c105440d27bab82f44edf/giphy-4.gif" data-mid="177486912" border="0" src="https://freight.cargo.site/w/270/i/9c66108972dfa9f0f853df548ff524fd7212e5dfb65c105440d27bab82f44edf/giphy-4.gif" />&nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/dae1a02f7820ed5d221fe9e245b482428dd69a6c14ec68a9a69341ae79edc8cf/giphy-5.gif" data-mid="177486920" border="0" src="https://freight.cargo.site/w/270/i/dae1a02f7820ed5d221fe9e245b482428dd69a6c14ec68a9a69341ae79edc8cf/giphy-5.gif" /> Creator content made for the challenge by @alexandrakaymusic, @kingkarps, @soflofooodie, @hailie_jade_, @gibz_, and @keurig. (Click handles to view videos) THE RESULTSVideo Views (Both Hashtag and Official Music): 16.5M+ during 3-day promotional periodEngagement Rate (Both Hashtag and Official Music): 1.78% during 3-day promotional periodTotal Reach (Total Likes, Comments, Shares / Total Video Views– Both Hashtag and Official Music): 81+ MM during 3-day promotional periodHTC was able to reach more than 81+MM users in just 3 daysImpressions (Cumulative InFeed Videos): 19.4MM MClicks (Cumulative InFeed Videos): +78KVideo Views (Cumulative InFeed Videos): +18.5MMReach (Cumulative InFeed Videos): +9.7MM (Very high during such a short flight time indicating the creative was strong for this campaign.)Significantly increased Ad Recall by +3.4% pts, indicating that the creator content resonated with the consumers on TikTok. https://maritsacreativestrategy.cargo.site/Cinnamon-Toast-Crunch Fri, 28 Apr 2023 17:28:35 +0000 Maritsa Patrinos: Creative Strategy https://maritsacreativestrategy.cargo.site/Cinnamon-Toast-Crunch CINNAMON TOAST CRUNCH: CINNAMOJIS <img width="763" height="293" width_o="763" height_o="293" data-src="https://freight.cargo.site/t/original/i/befeef90271905bfb1f2a0de90976398113f64defba3a0b8813724256b0299d7/cinntoast-e1604431028200.jpg" data-mid="177060664" border="0" data-scale="100" src="https://freight.cargo.site/w/763/i/befeef90271905bfb1f2a0de90976398113f64defba3a0b8813724256b0299d7/cinntoast-e1604431028200.jpg" /> 2021 TikTok Campaign THE PRODUCTCinnamon Toast Crunch is the breakfast cereal that prides itself on being "the most epic cinnamon and sugar combination ever”, with a philosophy that individuality is to be celebrated. They aim to deliver irresistible experiences you can feel through spontaneity, humor, and interactive play. Cinnamon Toast Crunch’s new venture has been the development of a new IP, Cinnamojis. These are expressive characters designed with the intention to entertain and combat the boredom that came with being in lockdown during COVID-19. <img width="500" height="500" width_o="500" height_o="500" data-src="https://freight.cargo.site/t/original/i/84775ec0777fdfbd79a5560b959d8c305fb415743b844b6b337dc82ec83d6f70/giphy-1.gif" data-mid="177056114" border="0" data-scale="18" src="https://freight.cargo.site/w/500/i/84775ec0777fdfbd79a5560b959d8c305fb415743b844b6b337dc82ec83d6f70/giphy-1.gif" /><img width="500" height="500" width_o="500" height_o="500" data-src="https://freight.cargo.site/t/original/i/a500aeaf90a82f17356885c39fc5c162af01ff95d975708ad401bbba83716681/giphy-3.gif" data-mid="177056116" border="0" data-scale="18" src="https://freight.cargo.site/w/500/i/a500aeaf90a82f17356885c39fc5c162af01ff95d975708ad401bbba83716681/giphy-3.gif" /><img width="500" height="500" width_o="500" height_o="500" data-src="https://freight.cargo.site/t/original/i/6355911477166857068c7860aa1df1ae9e2d3a6ab53f6be362dc808e48034773/giphy-6.gif" data-mid="177056119" border="0" data-scale="18" src="https://freight.cargo.site/w/500/i/6355911477166857068c7860aa1df1ae9e2d3a6ab53f6be362dc808e48034773/giphy-6.gif" /><img width="500" height="500" width_o="500" height_o="500" data-src="https://freight.cargo.site/t/original/i/44b7fb2b46cd30c27a5dc4c1f25044f3eb76c275edcfeb9a8ef780b89b7cb4de/giphy-12.gif" data-mid="177056125" border="0" data-scale="18" src="https://freight.cargo.site/w/500/i/44b7fb2b46cd30c27a5dc4c1f25044f3eb76c275edcfeb9a8ef780b89b7cb4de/giphy-12.gif" /><img width="500" height="500" width_o="500" height_o="500" data-src="https://freight.cargo.site/t/original/i/f05f7f050cfd7316680d119e070ba17044a79935dc92ca2785b12f74bb7a6f6b/giphy-21.gif" data-mid="177056141" border="0" data-scale="19" src="https://freight.cargo.site/w/500/i/f05f7f050cfd7316680d119e070ba17044a79935dc92ca2785b12f74bb7a6f6b/giphy-21.gif" /><img width="500" height="500" width_o="500" height_o="500" data-src="https://freight.cargo.site/t/original/i/aae63dd177e4fa83afa06f5977c2d23c12a10be9fcf6f963e8b8ba1e88cadea2/giphy-4.gif" data-mid="177056117" border="0" data-scale="19" src="https://freight.cargo.site/w/500/i/aae63dd177e4fa83afa06f5977c2d23c12a10be9fcf6f963e8b8ba1e88cadea2/giphy-4.gif" /><img width="500" height="500" width_o="500" height_o="500" data-src="https://freight.cargo.site/t/original/i/d3413020938d630d5eb7af5361259ca37cae0f40925294caa7fbbd7e87585b12/giphy-20.gif" data-mid="177056139" border="0" data-scale="18" src="https://freight.cargo.site/w/500/i/d3413020938d630d5eb7af5361259ca37cae0f40925294caa7fbbd7e87585b12/giphy-20.gif" /><img width="500" height="500" width_o="500" height_o="500" data-src="https://freight.cargo.site/t/original/i/8ceeb16be2c42ec75ed6b4d5b82c7d6ac8f5f103c175fe7ee5eab58366609ef2/giphy-10.gif" data-mid="177056123" border="0" data-scale="18" src="https://freight.cargo.site/w/500/i/8ceeb16be2c42ec75ed6b4d5b82c7d6ac8f5f103c175fe7ee5eab58366609ef2/giphy-10.gif" /><img width="500" height="500" width_o="500" height_o="500" data-src="https://freight.cargo.site/t/original/i/92c582a7d729b1402e2fab5a02a41023e4acf72ad3a07d0491b2f4de83359b5c/giphy-19.gif" data-mid="177056137" border="0" data-scale="19" src="https://freight.cargo.site/w/500/i/92c582a7d729b1402e2fab5a02a41023e4acf72ad3a07d0491b2f4de83359b5c/giphy-19.gif" /><img width="500" height="500" width_o="500" height_o="500" data-src="https://freight.cargo.site/t/original/i/f05f7f050cfd7316680d119e070ba17044a79935dc92ca2785b12f74bb7a6f6b/giphy-21.gif" data-mid="177056141" border="0" data-scale="18" src="https://freight.cargo.site/w/500/i/f05f7f050cfd7316680d119e070ba17044a79935dc92ca2785b12f74bb7a6f6b/giphy-21.gif" /><img width="480" height="480" width_o="480" height_o="480" data-src="https://freight.cargo.site/t/original/i/1430a171309a5b135472c014892ced1baa22a69e6516057d6ed3dc9457f8286f/giphy-24.gif" data-mid="177056147" border="0" data-scale="17" src="https://freight.cargo.site/w/480/i/1430a171309a5b135472c014892ced1baa22a69e6516057d6ed3dc9457f8286f/giphy-24.gif" /><img width="500" height="500" width_o="500" height_o="500" data-src="https://freight.cargo.site/t/original/i/afc7b494743d029f42f60e5d68f846e132da2f949fa1dcc630736f99fd7d81b9/giphy.gif" data-mid="177056151" border="0" data-scale="18" src="https://freight.cargo.site/w/500/i/afc7b494743d029f42f60e5d68f846e132da2f949fa1dcc630736f99fd7d81b9/giphy.gif" />Cinnamon Toast Crunch’s “Cinnamoji” IP THE BRIEFMake Cinnamojis a pillar of Gen Z culture and be the catalyst that ignites their imagination Bust boredom by inviting TikTok users into the “Cinnaverse” with absurd ideas and creative challenges Build outlets that help TikTok users ways to express their individuality, leveraging the Cinnaverse and Cinnamojis THE SOLUTION Cinnamoji Face Match (Gamified Branded Effect) Insight: We capitalized on an existing, popular, organic trend on the platform which utilizes emojis stickers and a specific music track for low barrier to entry participation. This face matching emoji trend had users making the faces depicted in a line of emoji stickers along to music.The Branded Effect: Our effect took this platform insight and expanded it to an even more gamified version, using the Cinnamoji visuals. The effect picked randomized Cinnamojis to scroll onto the user's screen, and one at a time the user tried to match them as the speed and difficulty increased. It even scored how well the user matches the face. <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/9cd736a3155b2d178f471abc2fa05f0960f2547e18162efe66b570e4ca5a95af/giphy-6.gif" data-mid="177057916" border="0" src="https://freight.cargo.site/w/270/i/9cd736a3155b2d178f471abc2fa05f0960f2547e18162efe66b570e4ca5a95af/giphy-6.gif" /> Bella Poarch’s Face Match Video (Over 50 million views) <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/5a6fefa828f60d3bb390209020d359b7e5a676f5d358a5d7aed2f7c8af24e1c3/giphy-1.gif" data-mid="177059294" border="0" src="https://freight.cargo.site/w/270/i/5a6fefa828f60d3bb390209020d359b7e5a676f5d358a5d7aed2f7c8af24e1c3/giphy-1.gif" />&nbsp; <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/5bb58311b043aa42ab19c826fcb80c24a5d09c2d854083846c6bc4caca87f42d/giphy-2.gif" data-mid="177059301" border="0" src="https://freight.cargo.site/w/270/i/5bb58311b043aa42ab19c826fcb80c24a5d09c2d854083846c6bc4caca87f42d/giphy-2.gif" />&nbsp; <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/47fcf9cd1d21c44b38c5042c4153f7892e6660bbb944ca9eb4e04bca15cd5de9/giphy-3.gif" data-mid="177059302" border="0" src="https://freight.cargo.site/w/270/i/47fcf9cd1d21c44b38c5042c4153f7892e6660bbb944ca9eb4e04bca15cd5de9/giphy-3.gif" />&nbsp; <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/cad5b4b12b6c8e62a756a4757b675edff9a5abcb0eca1f5a4a0e34eaff55d01f/giphy.gif" data-mid="177059303" border="0" src="https://freight.cargo.site/w/270/i/cad5b4b12b6c8e62a756a4757b675edff9a5abcb0eca1f5a4a0e34eaff55d01f/giphy.gif" />&nbsp; <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/1969d1590103e8bce4e0dbb00f3af0fe5d4d2555a90eba113771b9578a79eccf/giphy-4.gif" data-mid="177059861" border="0" src="https://freight.cargo.site/w/270/i/1969d1590103e8bce4e0dbb00f3af0fe5d4d2555a90eba113771b9578a79eccf/giphy-4.gif" /> &nbsp;We invited TikTok creators to help show off the new effect. THE RESULTS General Mills’ first Gamified Branded Effect of 2021 Impressions: 100,965,484 Reach: 11,472,366 UGC Video Creations: 10,044 Effect Creators: 8,409 Video Views: 3,960,891 2.9M vv on #CTCFaceMatch hashtag High engagement, comments acted as live score boards as users tried to beat each other's high scores. https://maritsacreativestrategy.cargo.site/Allstate Fri, 28 Apr 2023 17:28:36 +0000 Maritsa Patrinos: Creative Strategy https://maritsacreativestrategy.cargo.site/Allstate ALLSTATE: #SAVEIT4THEENDZONE <img width="1080" height="518" width_o="1080" height_o="518" data-src="https://freight.cargo.site/t/original/i/b97f6929baa972f79bf9e92566eec575bdc9b40ab2a3b4f721d62f7a6d9f4687/20230427-142235.png" data-mid="177070113" border="0" src="https://freight.cargo.site/w/1000/i/b97f6929baa972f79bf9e92566eec575bdc9b40ab2a3b4f721d62f7a6d9f4687/20230427-142235.png" /> Allstate’s 2021 #SaveIt4TheEndzone TikTok Campaign THE PRODUCTAllstate is a leading name in home and auto insurance who has had no activations on TikTok prior to this ask. For this particular initiative Allstate was looking to position their new low rates as ‘championship savings.’ The hope was to celebrate people getting new lower rates with Allstate, like a college football team and their fans would celebrate winning a huge championship game. THE BRIEFBring Allstate onto TikTok for the first time with a big splash Work with Allstate and Starcom to create a branded effect that incorporates both Allstate and college football Explore possibilities of an added dance challenge component, as to address the divisive NCAA rule change of prohibiting prolonged touchdown celebrations Promote the effect using creators that reflect the diversity within college football THE SOLUTIONThe Allstate #SaveIt4TheEndzone Branded Effect and Hashtag Challenge This Branded Effect featured a a green-screen end zone and goal posts with celebratory Allstate visual branding.A “3, 2, 1" countdown prompted users to perform the end zone dance they may not otherwise be allowed to perform on the field. Rights to the song "Everybody Dance Now” by C&amp;C Music Factory were secured to get participants into the celebratory spirit. <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/b14bd3c1bfca89f610b573de68369279ba8830ef578bbb26b7091383d6680263/giphy-1.gif" data-mid="177074866" border="0" src="https://freight.cargo.site/w/270/i/b14bd3c1bfca89f610b573de68369279ba8830ef578bbb26b7091383d6680263/giphy-1.gif" />Branded Effect preview <img width="280" height="480" width_o="280" height_o="480" data-src="https://freight.cargo.site/t/original/i/1e41348797dcea970a7f5dc85a4adc04cf58160cf581b28ed302ce26e9c8a4b8/giphy.gif" data-mid="177074888" border="0" src="https://freight.cargo.site/w/280/i/1e41348797dcea970a7f5dc85a4adc04cf58160cf581b28ed302ce26e9c8a4b8/giphy.gif" />Hashtag Challenge preview THE RESULTS<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/ab69e6bdb3a975c2524e5401c2be37d63a7dab46d9964a9422e7296e6a53326c/giphy-1.gif" data-mid="177071665" border="0" src="https://freight.cargo.site/w/270/i/ab69e6bdb3a975c2524e5401c2be37d63a7dab46d9964a9422e7296e6a53326c/giphy-1.gif" />&nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/40384a56c513488f63560a13e606193bdd2cb2933ebaab3555eca3c24c95aa39/giphy-2.gif" data-mid="177071666" border="0" src="https://freight.cargo.site/w/270/i/40384a56c513488f63560a13e606193bdd2cb2933ebaab3555eca3c24c95aa39/giphy-2.gif" /> <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/2f369fcf783a66275b35eb1f7898f5b958a5b172b57efd2743d112c9dac924eb/giphy-4.gif" data-mid="177071668" border="0" src="https://freight.cargo.site/w/270/i/2f369fcf783a66275b35eb1f7898f5b958a5b172b57efd2743d112c9dac924eb/giphy-4.gif" />&nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/2be45885f59b2820574266fed88199cd02665143c16f03e6313be643bceb9818/giphy-5.gif" data-mid="177072294" border="0" src="https://freight.cargo.site/w/270/i/2be45885f59b2820574266fed88199cd02665143c16f03e6313be643bceb9818/giphy-5.gif" /> <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/286ea78bdf679d778160bce6df7b1424f93eab862d14a72ed11fbbf900d65670/giphy-6.gif" data-mid="177072340" border="0" src="https://freight.cargo.site/w/270/i/286ea78bdf679d778160bce6df7b1424f93eab862d14a72ed11fbbf900d65670/giphy-6.gif" />&nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/ce68de583c7be44c4133441befb3fb842e8db1dc53d98bed24f62b1d07381b78/giphy-3.gif" data-mid="177071667" border="0" src="https://freight.cargo.site/w/270/i/ce68de583c7be44c4133441befb3fb842e8db1dc53d98bed24f62b1d07381b78/giphy-3.gif" /> <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/1cfdb7e62346207dcae9fc543815f1849f6038cb2ce99a9513b0667f03bb3dca/giphy-7.gif" data-mid="177072898" border="0" src="https://freight.cargo.site/w/270/i/1cfdb7e62346207dcae9fc543815f1849f6038cb2ce99a9513b0667f03bb3dca/giphy-7.gif" />&nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/e105ab7472f8618e7663abc733f5f93846381c18237b7fdf6f804e3ab367b71c/giphy.gif" data-mid="177071669" border="0" src="https://freight.cargo.site/w/270/i/e105ab7472f8618e7663abc733f5f93846381c18237b7fdf6f804e3ab367b71c/giphy.gif" />&nbsp;Official Allstate videos by&nbsp;@twitchtok7, @simmango, @niasioux, @d_rench, @deestroying, @katieaustin, @officialnickkosir (Click handles to watch videos) Video views at high end of benchmark range of 2.2B-2.7BReach out-performed our benchmarks of 65M-75MEngagement Rate for HTC, in line with benchmarks of 15-17% - Creation Relevancy Rate well above benchmarkVideo Views: 2.68BOver 3 days, videos utilizing the official hashtag garnered over 2.6B Video ViewsEngagement Rate: 15% Total Likes, Comments, Shares / Total Video ViewsReach: 75.3MM HTC was able to reach +75MM US users in just 3 daysThe Hashtag Challenge page garnered +393MM total *Engagements leading to a 15% Engagement RateSaveIt4TheEnd Zone invited the TikTok community to interact with the brand in a unique way resulting in an Engagement Rate of 15% which shows an audience that was compelled to interact with the elements of the challengeTotal Likes: 364,054,823Total Shares: 19,046,818Total Comments: 10,793,995Partnering with creators for HTC helped inspire users to join in on the challenge resulting in 1,541,954 video creations by 830,724 video creators https://maritsacreativestrategy.cargo.site/Old-Spice Sun, 07 May 2023 21:44:49 +0000 Maritsa Patrinos: Creative Strategy https://maritsacreativestrategy.cargo.site/Old-Spice OLD SPICE&nbsp; GentleMan’s Blend: LIVE <img width="960" height="540" width_o="960" height_o="540" data-src="https://freight.cargo.site/t/original/i/8987aeb519b78a0b1011c0b36280f7906e3197337edfc62bb77fe9f634db55a4/Old-Spice-GentleMan-s-Blend.png" data-mid="177989596" border="0" src="https://freight.cargo.site/w/960/i/8987aeb519b78a0b1011c0b36280f7906e3197337edfc62bb77fe9f634db55a4/Old-Spice-GentleMan-s-Blend.png" /> THE PRODUCT The Old Spice GentleMan’s Blend collection are premium men's grooming products that are so good – full of moisturizers and scents like Mint and Lavender, and designed to be gentle – that even the most discerning women in your life will go to new lengths to try to steal them for themselves.Official Product Claims:2 Moisturizing IngredientsPremium scents like Mint and LavenderDesigned to be gentle on skinIt is free of parabens, dyes and phalatesTHE BRIEF Looking for best practices and ideas for a livestream plus supporting media on TikTok. Ideas would be specifically around the&nbsp;LIVE and an In-Feed Content Series to support livestream.Creative: Unique, high-impact custom content: live selling events format.Focus should be more on doing something unique on the&nbsp;LIVE, and the goal of sales is a secondary objective.Media Ask (Weiden + Kennedy): Drive awareness and credentialing Old Spice GentleMan’s BlendKey Beats: March 2022 (launch period), June 2022 (Father’s Day)Content Brief: Women have an endless supply of premium body washes &amp; deodorants that deliver function while also pampering their skin. Do they really have to come into the small section of a bathroom that is a man’s to take his Old Spice?More Content Brief: Sweatshirts, the perfect lounge chair, that Turkish bath towel set … when you share your life with someone, you have to share a lot of other stuff too. But there are just some things that aren’t meant to be shared, like Old Spice GentleMan’s Blend Body Wash &amp; Deodorant.Challenge: Show why the women in your life want to steal your old spice GentleMan’s Blend.THE PROPOSALTHE BOYFRIEND BATHROOM TOUR: CONCEPT Let's take the concept of stealing your boyfriend's deodorant, and inflate it to a cartoonish level of amusement. During this LIVE we'll have a female creator (preferably one half of a well known couple) going through her boyfriend's place to find all the Old Spice GentleMan's Blend products and show them to viewers. We'll keep the watchability of the LIVE up with her indiscretion in her search, tearing the place apart with nonchalance. (Think: Kelly Clarkson's "Since U Been Gone", but less mean-spirited.) Every time she finds a product, she shows it off and does a little giveaway. We'll keep people watching with the catharsis of watching her make a mess, and perhaps top it off with an ending of her significant other coming home and witnessing the disaster. <img width="300" height="225" width_o="300" height_o="225" data-src="https://freight.cargo.site/t/original/i/d7e1b7867dea5f731568e8ccec68fde9dcd59ea7f4eea39d2ccb5eef5402b62a/4BVM.gif" data-mid="177988691" border="0" src="https://freight.cargo.site/w/300/i/d7e1b7867dea5f731568e8ccec68fde9dcd59ea7f4eea39d2ccb5eef5402b62a/4BVM.gif" /> THE BOYFRIEND BATHROOM TOUR: PROMOTIONAL ASSETSPRE-LIVE: SPARK ADS Before launching the LIVE, we'll promote it on TikTok with Spark Ads from the creator who will be hosting. She can explain how she's hosting the Old Spice scavenger hunt because she uses her significant other's Old Spice products more than he does, much to his dismay.DURING LIVE: LIVE SHOPPING During the LIVE, we'll run Shopping Ads encouraging users to tune in, as well as making it easier to purchase a product as soon as it's found in&nbsp;the&nbsp;scavenger hunt. Keeping the energy of&nbsp;the&nbsp;LIVE up will be paramount, so the goal will be to have good pacing, evenly spacing each found item throughout the stream with banter sprinkled consistently throughout. It may be worth it to have two hosts with good chemistry, one to perform the search, and one to film&nbsp;the&nbsp;LIVE. POST-LIVE: INFEED COLLECTION ADS Finally, to wrap up the campaign, TikTok will run Dynamic Showcase Ads in the days after the LIVE, driving to featured items seen in&nbsp;the&nbsp;LIVE. These can be targeted towards those who tuned in and feature either the best moments in the LIVE as a recap, or pieces of content made with the hosts revisiting some of their favorite moments–&nbsp;all with direct links to the products featured. THE PRODUCTIONAdvice on designing the LIVE around well-planned segments and keeping energy high was taken to heart in the version of the idea that was taken to final. Advice on ad products for before, during, and after the LIVE was also executed. In the end, Old Spice still launched a more engaged story type of live rather than the typical QVC live. They went live from their creator’s handle: @AdamW (16.2M followers). This concept was structured more like a mystery, keeping viewers invested until the reveal.&nbsp; WHO STOLE MY OLD SPICE?: CONCEPT Adam went live with 5 different girls and does a series of interrogations and challenges to find out who stole his Old Spice Gentleman’s Blend. In this 20-25 minute live, Adam did the following challenges and promotions of coupon codes in between each challenge. (Which all took place in Adam’s bathroom):1.) A blindfolded smell test 3 of the girls armpits to see which one used his gentleman’s blend body wash 2.) 30 seconds on the hot seat: 1 on 1 Interrogation while conducting a real lie detector test 3.) Two truths and a lie <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/d6a9bf6b7ef495da1eb43f097c41e263487d9103eb7f12e0e498db68cdd2c644/giphy-1.gif" data-mid="177988571" border="0" src="https://freight.cargo.site/w/270/i/d6a9bf6b7ef495da1eb43f097c41e263487d9103eb7f12e0e498db68cdd2c644/giphy-1.gif" /> Organic spot on Adam’s account before LIVE was announced. (Click to view) WHO STOLE MY OLD SPICE?: PROMOTIONAL ASSETSPRE-LIVE: SPARK ADSPreceeding the LIVE, Adam posted two pieces of creative. The first as a Spark ad that touched the concept of having his&nbsp;GentleMan’s Blend stolen. Then, Adam posted a teaser trailer for the LIVE programming– one that framed the mystery like a dramatic movie trailer. This sucessfully felt native and sparked curiosity among the audience. <img width="361" height="138" width_o="361" height_o="138" data-src="https://freight.cargo.site/t/original/i/5ad7db720dc93c0d779af4bf84fae8ab39bb9a547c91a1680b4995916b33e639/Screen-Shot-2023-05-08-at-7.55.56-PM.png" data-mid="178122071" border="0" src="https://freight.cargo.site/w/361/i/5ad7db720dc93c0d779af4bf84fae8ab39bb9a547c91a1680b4995916b33e639/Screen-Shot-2023-05-08-at-7.55.56-PM.png" /><img width="346" height="141" width_o="346" height_o="141" data-src="https://freight.cargo.site/t/original/i/daf90c3055f5e823ad1965b729de9ae030400e89ad238ba005e4335a6af29607/Screen-Shot-2023-05-08-at-7.56.05-PM.png" data-mid="178122072" border="0" src="https://freight.cargo.site/w/346/i/daf90c3055f5e823ad1965b729de9ae030400e89ad238ba005e4335a6af29607/Screen-Shot-2023-05-08-at-7.56.05-PM.png" /><img width="419" height="135" width_o="419" height_o="135" data-src="https://freight.cargo.site/t/original/i/4b92d9cfe22eafd5a1ce74d3317e531a3c5c86e02e55a6e22d27a5d977963ba1/Screen-Shot-2023-05-08-at-7.56.12-PM.png" data-mid="178122073" border="0" src="https://freight.cargo.site/w/419/i/4b92d9cfe22eafd5a1ce74d3317e531a3c5c86e02e55a6e22d27a5d977963ba1/Screen-Shot-2023-05-08-at-7.56.12-PM.png" /> The Live Event Anchor Spark Ads were successful in driving awareness and getting users to sign-up for the upcoming Livestream event. <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/2f30d60debe95c8dd7ccb90284a30aaf5b85e97db913a517665ca6c3bbdaad1b/giphy.gif" data-mid="177988597" border="0" src="https://freight.cargo.site/w/270/i/2f30d60debe95c8dd7ccb90284a30aaf5b85e97db913a517665ca6c3bbdaad1b/giphy.gif" /> Teaser trailer from Adam’s account to promote the LIVE.(Click to view) <img width="222" height="480" width_o="222" height_o="480" data-src="https://freight.cargo.site/t/original/i/74716b43e67249ddb2646f90e8c8ef24b9a4b741f6e0f01963b16b601c5ad0f8/giphy-5.gif" data-mid="178250927" border="0" src="https://freight.cargo.site/w/222/i/74716b43e67249ddb2646f90e8c8ef24b9a4b741f6e0f01963b16b601c5ad0f8/giphy-5.gif" />The Live Event Anchor Spark Ad allowed users to register for the event right on the For You page. <img width="222" height="480" width_o="222" height_o="480" data-src="https://freight.cargo.site/t/original/i/87b260f1d3930c23649f1f0a4b38d3527208898654e5b1d7a66fef15dec777fc/giphy-6.gif" data-mid="178251313" border="0" src="https://freight.cargo.site/w/222/i/87b260f1d3930c23649f1f0a4b38d3527208898654e5b1d7a66fef15dec777fc/giphy-6.gif" /> <img width="222" height="480" width_o="222" height_o="480" data-src="https://freight.cargo.site/t/original/i/f620b0ea552e5fdb5e1a60fe10673d270173285cebea0d0779ecab81de84100c/giphy-3.gif" data-mid="178251312" border="0" src="https://freight.cargo.site/w/222/i/f620b0ea552e5fdb5e1a60fe10673d270173285cebea0d0779ecab81de84100c/giphy-3.gif" /> DURING THE LIVE: LIVE SHOPPING EVENT &amp; ADSLIVE Shopping Ads drove traffic to view event as it was happening in real time and users could shop Old Spice products right from the LIVE page. POST-LIVE: SPARK ADSAfter the LIVE, Adam also ran a Post Event Spark Ads to drive FOMO and increase brand awareness and sales. This video recapped some of the best moments of the LIVE as a way to keep Old Spice GentleMan’s Blend at the forefront of consumers’ minds. <img width="222" height="480" width_o="222" height_o="480" data-src="https://freight.cargo.site/t/original/i/8e040d475fadcc993947df88000a00815fa7db7d041aeb3810e19a4346e99634/giphy-4.gif" data-mid="178251927" border="0" src="https://freight.cargo.site/w/222/i/8e040d475fadcc993947df88000a00815fa7db7d041aeb3810e19a4346e99634/giphy-4.gif" /> Collection Ad add-ons allowed users another chance to purchase products, even if they missed the LIVE.(Click to view) THE RESULTS Spark + Live Event Anchor Performance 306.7K Engagements 305.3K Likes 908 Comments 538 Shares 38.4M Video Views 27.6M ReachLive Shopping Ads Performance 36.5K Tune-Ins 716.8K ReachLive Shopping Event Performance (for Adam W) 1.3M Total Livestream Views in the FYP 56.7K Total Tune-Ins 190.2K Engagements 4.4K Comments 184.9K Likes Post Campaign Ads Performance 12.6M Reach 118.2K Engagements 117.9K Likes 204 Comments 91 Shares 20.5M Video Views https://maritsacreativestrategy.cargo.site/Splash-Water Sun, 07 May 2023 21:19:33 +0000 Maritsa Patrinos: Creative Strategy https://maritsacreativestrategy.cargo.site/Splash-Water SPLASH WATER #SplashSummerVibe <img width="348" height="240" width_o="348" height_o="240" data-src="https://freight.cargo.site/t/original/i/64afcd631c8a6363bc35f7de0914a6c60b88b56aaf84e80cc408327577b198d8/sp-product-500mL--grape.png" data-mid="177972099" border="0" src="https://freight.cargo.site/w/348/i/64afcd631c8a6363bc35f7de0914a6c60b88b56aaf84e80cc408327577b198d8/sp-product-500mL--grape.png" /><img width="347" height="240" width_o="347" height_o="240" data-src="https://freight.cargo.site/t/original/i/7ab3493dcef379795a715fbf36d311a52106cbe9a9654592612f586e052d28ac/sp-product-500mL--lemon.png" data-mid="177972100" border="0" src="https://freight.cargo.site/w/347/i/7ab3493dcef379795a715fbf36d311a52106cbe9a9654592612f586e052d28ac/sp-product-500mL--lemon.png" /><img width="347" height="240" width_o="347" height_o="240" data-src="https://freight.cargo.site/t/original/i/7bfd5dcd5217174fa69246321d88937095df66a36cb7ea0eb5aeca217c2bd55d/sp-product-500mL--mandarin-orange.png" data-mid="177972101" border="0" src="https://freight.cargo.site/w/347/i/7bfd5dcd5217174fa69246321d88937095df66a36cb7ea0eb5aeca217c2bd55d/sp-product-500mL--mandarin-orange.png" /><img width="348" height="240" width_o="348" height_o="240" data-src="https://freight.cargo.site/t/original/i/69f5431e3bf8ccde425dba366f66dd7661b856fdd249ef057f3a8b528f679ef0/sp-product-500mL--pineapple_mango.png" data-mid="177972102" border="0" src="https://freight.cargo.site/w/348/i/69f5431e3bf8ccde425dba366f66dd7661b856fdd249ef057f3a8b528f679ef0/sp-product-500mL--pineapple_mango.png" /><img width="348" height="240" width_o="348" height_o="240" data-src="https://freight.cargo.site/t/original/i/0e1de5f2d11b05878e0a15062d47aded6e87a77d41ebc83f651713e081b56810/sp-product-500mL--watermelon.png" data-mid="177972104" border="0" src="https://freight.cargo.site/w/348/i/0e1de5f2d11b05878e0a15062d47aded6e87a77d41ebc83f651713e081b56810/sp-product-500mL--watermelon.png" /><img width="348" height="240" width_o="348" height_o="240" data-src="https://freight.cargo.site/t/original/i/95aece839c1bb223b32486a377ec72bfc634062d2a8a1db9ddee8366744d5288/sp-product-500mL--wild-berry.png" data-mid="177972105" border="0" src="https://freight.cargo.site/w/348/i/95aece839c1bb223b32486a377ec72bfc634062d2a8a1db9ddee8366744d5288/sp-product-500mL--wild-berry.png" />The various flavors of Splash Water featured in the&nbsp;#SplashSummerVibe TikTok campaign in summer 2022. THE PRODUCTSplash Water is a formerly Nestlé, now Blue Triton, flavored water beverage that comes in two varieties: Blast and Fizz. Older consumers may remember the first iteration of Nestlé Splash– this product is a kind of new resurgance. THE BRIEFGet TikTok users to take their content to the next level by getting them to “Flavor Up” their videos with a Splash Water branded effect.Visual effects can mimic the aesthetic of Nicky Davis’ art in Splash’s recent TV spot.Campaign should utilize a Hashtag Challenge &amp; Branded Effect duo.Drive awareness of Splash Blast / Fizz among Zillennials (Younger Millennials &amp; Gen Z)Garner engagement with a new, playful branded effect that solicits UGC with positive self-expression.Drive relevancy &amp; cool factor with engaging content (which should incorporate product into the storyline and follow the theme of positive self-expression).Unlock shopping opportunities where relevant / applicable.Drive awareness of Splash Blast among Boomers (the original Splash Blast consumer), with a&nbsp;potential to focus on health benefits for this audience. <img width="1831" height="921" width_o="1831" height_o="921" data-src="https://freight.cargo.site/t/original/i/ad8576f169a602c21da2fdc7d51f2867e85f837c56d90688d0dee5b3d8c013ac/2.png" data-mid="178069105" border="0" src="https://freight.cargo.site/w/1000/i/ad8576f169a602c21da2fdc7d51f2867e85f837c56d90688d0dee5b3d8c013ac/2.png" /> <img width="1770" height="952" width_o="1770" height_o="952" data-src="https://freight.cargo.site/t/original/i/ed7ae6e6ddc21c7a513d19fce81ab036c521f8fa4bbc9619f9fd365e8b75d9a3/Screen-Shot-2023-05-08-at-2.01.01-PM.png" data-mid="178069106" border="0" data-scale="93" src="https://freight.cargo.site/w/1000/i/ed7ae6e6ddc21c7a513d19fce81ab036c521f8fa4bbc9619f9fd365e8b75d9a3/Screen-Shot-2023-05-08-at-2.01.01-PM.png" /> Screenshots of artist&nbsp;Nicky Davis&nbsp;from&nbsp;Splash’s TV spot&nbsp; THE PROPOSALS Atmospheric Effect: Making a splash A colorful, underwater, Splash water world will have a lot practical application for those who want to take advantage of TikTok’s creative tools.Colorful water splashes, swirls of bubbles, and explosions of color associated with Splash’s flavors will reflect the cool refreshing feeling of the product. It will also incorporate other specific pieces of Splash visual branding and cute Nicky Davis characters associated with the four flavors of Splash Fizz: Raspberry Blackberry, Lemonade, Blood Orange, Black Cherry–&nbsp;perfect for users looking to make fun, summer-y content. <img width="586" height="698" width_o="586" height_o="698" data-src="https://freight.cargo.site/t/original/i/b808185867105f2908376052987102a126a7b016265b29c5adb31c3ce48c3a92/Splash-Water-Branded-Effect-moodboard.gif" data-mid="178000344" border="0" src="https://freight.cargo.site/w/586/i/b808185867105f2908376052987102a126a7b016265b29c5adb31c3ce48c3a92/Splash-Water-Branded-Effect-moodboard.gif" />Branded effect visuals moodboard, designed by me Color Splash Effect: The epitome of “levelling up” <img width="1909" height="1125" width_o="1909" height_o="1125" data-src="https://freight.cargo.site/t/original/i/15f07bf6ba4837cf0fb24df5b2ca82f44c4ce9517b521a59b5465d73efd4a823/Copy-of-Splash-Water-Branded-Effect-Thoughtstarters-logic.png" data-mid="178000194" border="0" src="https://freight.cargo.site/w/1000/i/15f07bf6ba4837cf0fb24df5b2ca82f44c4ce9517b521a59b5465d73efd4a823/Copy-of-Splash-Water-Branded-Effect-Thoughtstarters-logic.png" /> Hand trigger effect logic mockup, designed by me Transitions are the bread and butter of TikTok content–&nbsp;an evergreen formula for fun, digestible videos with wide appeal. TikTok users are always looking for new and creative ways to take their “before &amp; after” content to the next level.With a hand trigger, teeing up the before and after couldn’t be easier, and amping up technicolor will make the stark difference between the two even more apparent.When the effect is triggered, not only does the color and patterns get turned up to eleven, but Splash’s visual branding and Nicky Davis’ Splash Water characters will come to life on the screen, really getting to the core of Splash Water’ fun and joyful world. <img width="571" height="709" width_o="571" height_o="709" data-src="https://freight.cargo.site/t/original/i/3a25df597ac88dd39e56511ed0d4aa5b9bae19176f71b1c54c7370c33c12df33/Splash-Water-Branded-Effect-colors2.gif" data-mid="178000271" border="0" src="https://freight.cargo.site/w/571/i/3a25df597ac88dd39e56511ed0d4aa5b9bae19176f71b1c54c7370c33c12df33/Splash-Water-Branded-Effect-colors2.gif" />Branded effect transition moodboard, designed by me Splash Graffiti Treatment: Incorporating Splash Water’s visual branding With transitions being the bread and butter of successful TikTok formats, we’d loved to create and effect that work for a good “before” and “after”. We’ll utilize Splash’s unique visual design in this effect by giving the user an opportunity to add the fun, lively green graffiti to their own videos. We’ll have a green spray paint streak circle around the subject of the video (see the first example), accumulating into a celebratory paint explosion, leaving a green graffiti word above the user’s head (see second example).&nbsp; Users will be able to input their own short text to the top of their video in the style of “SPLASH” (with restriction on language and character number) to match whatever their video. (ie: “PARTY”, “JADED”, “PUMPED”, or even just their TikTok handle) <img width="500" height="508" width_o="500" height_o="508" data-src="https://freight.cargo.site/t/original/i/4abc822318ab746320b8a171b3b0916a89f8ae9af2e756a308e792cc13bf5c11/Splash-Water-Branded-Effect-text4.gif" data-mid="178000448" border="0" src="https://freight.cargo.site/w/500/i/4abc822318ab746320b8a171b3b0916a89f8ae9af2e756a308e792cc13bf5c11/Splash-Water-Branded-Effect-text4.gif" />Branded effect text treatment mockup, designed by me THE RESULTSThe #SplashSummerVibe Branded Effect and Hashtag ChallengeThis $703k activation included a Hashtag Challenge and Branded Effect that ended up taking elements from all three proposed concepts to create a fun, energetic Branded Effect that not only introduces you to the fun flavors of Splash Fizz, but also reveals your summer vibe for the rest of the summer. This effect starts with a black and white filter and splashy green screen background. The user initiates the effect with a hand trigger: When they open their palm, a water splash emerges, along with Splash Fizz branding. Slowly, the video turns to full color, with bubbles and fruit filling the screen. Finally, the user’s result is revealed– above their head appears their “summer vibe”, with every option based on a different Splash Fizz flavor, complete with a bouncy Nicky Davis character to represent it.&nbsp; The result was not only colroful and engaging, but it kept users curious until the end, wanting to hear something about themselves, with product features seamlessly woven in. <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/ded5a835e746109ed9f4af0818588e1eb1a9190da1ad639bb7e4d4b0c1b5574a/giphy-1.gif" data-mid="178062660" border="0" src="https://freight.cargo.site/w/270/i/ded5a835e746109ed9f4af0818588e1eb1a9190da1ad639bb7e4d4b0c1b5574a/giphy-1.gif" />&nbsp;&nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/cc381642f738d0ee9ed1318066ced701b1ef9983aef78ad48095d8d77135c147/giphy-3.gif" data-mid="178062794" border="0" src="https://freight.cargo.site/w/270/i/cc381642f738d0ee9ed1318066ced701b1ef9983aef78ad48095d8d77135c147/giphy-3.gif" /> &nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/abff0b097b5e40c86fe5d0e7c7cfddcad913f46dfa84dd5402cf90ae8ad4ce47/giphy-6.gif" data-mid="178062803" border="0" src="https://freight.cargo.site/w/270/i/abff0b097b5e40c86fe5d0e7c7cfddcad913f46dfa84dd5402cf90ae8ad4ce47/giphy-6.gif" /> &nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/1e6570d4734737c51e390e8570cd0e893166a7a31301e2b221b297fb43af5d09/giphy-4.gif" data-mid="178062808" border="0" src="https://freight.cargo.site/w/270/i/1e6570d4734737c51e390e8570cd0e893166a7a31301e2b221b297fb43af5d09/giphy-4.gif" /> &nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/d87ce47a18fcac86f64c0f2ceb66789e88b388da7d8ed868aa81513996703126/giphy-8.gif" data-mid="178062838" border="0" src="https://freight.cargo.site/w/270/i/d87ce47a18fcac86f64c0f2ceb66789e88b388da7d8ed868aa81513996703126/giphy-8.gif" /> &nbsp;<img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/7a20adba87e44f41e64e1662161ecdbb591a8c7757b94fc5403a517e71f3ffea/giphy-7.gif" data-mid="178062863" border="0" src="https://freight.cargo.site/w/270/i/7a20adba87e44f41e64e1662161ecdbb591a8c7757b94fc5403a517e71f3ffea/giphy-7.gif" /> &nbsp;Samples of UGC from the&nbsp;#SplashSummerVibe Branded Effect and Hashtag Challenge https://maritsacreativestrategy.cargo.site/KIND Mon, 08 May 2023 01:14:19 +0000 Maritsa Patrinos: Creative Strategy https://maritsacreativestrategy.cargo.site/KIND KINDWorld Kindness Day <img width="1200" height="675" width_o="1200" height_o="675" data-src="https://freight.cargo.site/t/original/i/651f18fb8e7ad461e4ed8e86ea03f2ef65523558d3b06a1fbc9c59016b74ac1a/EJRETekXsAMZ5cx.jpg" data-mid="178001846" border="0" data-scale="67" src="https://freight.cargo.site/w/1000/i/651f18fb8e7ad461e4ed8e86ea03f2ef65523558d3b06a1fbc9c59016b74ac1a/EJRETekXsAMZ5cx.jpg" /> THE PRODUCTKIND is a Mars product in the healthy snacking category, made with nutrient-dense ingredients – whole nuts, whole grains and whole fruit – and does not contain genetically engineered ingredients, sugar alcohols or artificial sweeteners.Since 2004, KIND has been on a mission to “create a kinder and healthier world – one act, one snack at a time.” It is a product inspired by the belief that acts of kindness can be a transformative force for good, the KIND brand seeks to inspire kindness and empathy. &nbsp;THE BRIEFKIND expressed interest in spending on TikTok in Q4 for the first time for World Kindness Day (November 13th) and wanted guidance on what they could do.Ad Products considered: Top Feed (AKA One Day Max) video for the lead-up to World Kindness Day, Topview video on the actual day, and InFeed View afterward.Looking for ideas that would utilize TikTok creators (no one specific in mind).Little to no ecommerce, not even impulse buy or register purchase– Goal is mostly just awareness.Directions to consider: sustainability plays, wholesome messaging, whole nutrition, values around kindness, purpose driven content. THE THOUGHTSTARTERSKIND it forward INSIGHT: "Pay it forward" is the butterfly effect of doing something generous for someone, in hopes that they will spread that sentiment to others. The same way that even unintentional negativity can infect others, kindness and positivity can offset it with just a small amount of conscious effort. These kinds of videos are popular on TikTok, for those who favor heartwarming content on their FYP.IDEA: Activating "KIND it forward" on TikTok can take the form of a creator series, wherein a creator begins a chain of kindness on the platform by sending another creator a KIND gift cube for World Kindness Day. The recipient of the gift will film their reaction, and show their appreciation by gifting another gift cube to another creator, perhaps with their own spin on the gesture. This chain will continue for as long as desired among creators, until eventually one "KINDs it forward" to one of their followers. The hope is that then, that follower will keep the chain going in their own community and beyond. <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/8a90dba5ae4cc3db8c8e3dfe8d522254d74fdfa4f78d623dc3eb86e3801d4ced/giphy-2.gif" data-mid="177986302" border="0" src="https://freight.cargo.site/w/270/i/8a90dba5ae4cc3db8c8e3dfe8d522254d74fdfa4f78d623dc3eb86e3801d4ced/giphy-2.gif" /> <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/014ea05d21839a226bf83692ce9ec0b0508dfa2d630c09bdaf57c0c83c824c92/giphy-3.gif" data-mid="177986331" border="0" src="https://freight.cargo.site/w/270/i/014ea05d21839a226bf83692ce9ec0b0508dfa2d630c09bdaf57c0c83c824c92/giphy-3.gif" /> What's your KIND language?INSIGHT: Knowing your "love langauge" is a strong personal identifier among the TikTok community. Much like a horoscope, your love language categorizes you into a certain personality type, helping you make sense of the ways that you interact with others. For example, if you know your love language is "acts of service", it makes it easier to look up resources on what you need in a partner, how to build better relationships, and what you need to forge stronger bonds with the people you love.IDEA: KIND can put a small twist on this popular concept, and shift it to be more broad and applicable to every day interactions by putting together categories of "KIND languages". In an InFeed Series, KIND can go through the small ways a person can give and receive kindness to both loved ones and strangers and ultimately make the world a little happier of a place to live in. This could feature things like acknowledgement (eye contact, smiles, and other small ways of making people feel seen), favors (holding the door open, saving a place in line, helping someone carry something, and other conscious efforts to make peoples' day easier), compliments (praise for peoples' efforts, aesthetics, or ideas), and last but not least, offerings (considerate notes, unexpected gifts, and of course, a KIND bar). This way we can get the the sentiment of spreading kindness on&nbsp;peoples' minds, while also making the product synonymous with these efforts. <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/e70b8e1de52968473fbd9ee25180124db9a24bdbfcd6394305008a9875e121c9/giphy-4.gif" data-mid="177986425" border="0" src="https://freight.cargo.site/w/270/i/e70b8e1de52968473fbd9ee25180124db9a24bdbfcd6394305008a9875e121c9/giphy-4.gif" /> <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/00f702d0cd1e0ab148bb03c3894ac64e981b591d3947f6a366256c44295c026c/giphy-5.gif" data-mid="177986427" border="0" src="https://freight.cargo.site/w/270/i/00f702d0cd1e0ab148bb03c3894ac64e981b591d3947f6a366256c44295c026c/giphy-5.gif" /> THE CREATIVEKIND partnered with TikTok and Creators to launch a first ever Q4 Auction Campaign with the goal of building awareness for World Kindness Day. Here are two pieces of creative that were run both as Top View and InFeed Video. KIND’s main video was a bit of a fusion of both thoughtstarters, taking the ever successful “listicle” format to outline five easy things someone can do to spread kindness and empathy. This video launched in anticipation of World Kindness Day. <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/519e548962b46f6ca745b9898934c5e738efc2b278e4e43550fec1880e7e1ca0/giphy-7.gif" data-mid="177986478" border="0" data-scale="100" src="https://freight.cargo.site/w/270/i/519e548962b46f6ca745b9898934c5e738efc2b278e4e43550fec1880e7e1ca0/giphy-7.gif" /> &nbsp; Video by @kindsnacks On actual World Kindness Day (11/3), KIND’s TikTok creative was a video outlining their collaboration with Beast Philanthropy to give away 100,000 KIND products. The video ended with a CTA for viewers to perform their own act of kindness. <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/608b29464482da247d0c6dffa3b4510925125b7ce680e7c3c0c777375f0ba5a1/giphy-6.gif" data-mid="177986477" border="0" src="https://freight.cargo.site/w/270/i/608b29464482da247d0c6dffa3b4510925125b7ce680e7c3c0c777375f0ba5a1/giphy-6.gif" /> Video by @kindsnacks THE RESULTSTikTok’s first ever Q4 Auction Campaign with the goal of building awareness for World Kindness Day KIND usually does not spend past September 30th, but we were able to sell them in this additional last-second opportunity with my "acts of KINDness" ideas. Impressions: 11.01M Reach: 4.4M2s &amp; 6s VTR’s outperformed TikTok Food &amp; Bev IFV Ads benchmarks of 15.04%—19.12% for 2s VTR and 3.01%-4.10% for 6s VTR https://maritsacreativestrategy.cargo.site/Brand-Voice-Personality-Quiz Sat, 29 Apr 2023 15:55:46 +0000 Maritsa Patrinos: Creative Strategy https://maritsacreativestrategy.cargo.site/Brand-Voice-Personality-Quiz COSMIC QUEST: THE BRAND VOICE PERSONALITY QUIZ <img width="900" height="324" width_o="900" height_o="324" data-src="https://freight.cargo.site/t/original/i/f3981588406d236b4cb010db5e478d4ccd1e49b26e69876281801cf4f37c98a5/Cosmic-Quest3.gif" data-mid="177971196" border="0" src="https://freight.cargo.site/w/900/i/f3981588406d236b4cb010db5e478d4ccd1e49b26e69876281801cf4f37c98a5/Cosmic-Quest3.gif" /> THE CHALLENGEBrands who wish to engage with a TikTok audience may know their overall brand position and guidelines thoroughly, but don’t know where to start when expressing that voice on the platform. Entering any new space brings the inevitable question, “Where do I fit in?”. After giving countless presentations and workshops that give a broad overview of the subject (with light customization for each client) we wanted to try a new approach– one that feels more tailor-made and gets brands actively engaged in creating their own space, instead of preferring to be being told what to do. THE SOLUTION The “Cosmic Quest” Personality QuizBACKGROUND In a prior life, I worked as a writer and illustrator at BuzzFeed, where I wrote and designed many personality quizzes– The bedrock of BuzzFeed’s internet traffic strategy.&nbsp; Personality quizzes are like horoscopes, we don’t take them for scientific accuracy, we take them so we can have an opportunity to hold a mirror to ourselves and solidify some conclusions about who we are. (They are also easy and fun to take.) There is a minor identity crisis that can come with deciding on a creative direction for a brand’s TikTok account. But this exercise is not only an opportunity to simplify and enjoy the process, but an opportunity to have in-depth, realtime discussions about a brand’s image, and the different ways it can be expressed.&nbsp; The personality quiz questions were categorized into four sections: Essence What is your brand? Brand essence is your vibe, your soul, your core identity, your unique sauce. As business goals or audiences differ between platforms or seasons, your essence is enduring, and it’s the platform on which your brand voice is built. Tone How does your brand show up? If your essence is your brand’s vibe, the tone is how your express and convey that vibe. The tone is the key element in evoking emotions in your audience. Tones can differ slightly between platforms or posts depending on the message and goal, but should alway ladder up to a cohesive brand voice. People Who does your brand reach?&nbsp; People includes your end consumer, your employees, your partners - everyone who touches your brand. Understand how they speak, sound and communicate with each other and let these learnings be your guide in building your brand voice. Impact What does your brand stand for?&nbsp; Impact is your brand’s why - the purpose and heart that drives your company forward. It's how you make a difference in the world for your people, and why consumers develop strong emotional connections to your brand. Your brand voice must always fortify your impact to continue to foster those emotional relationships with your audience. However, we wanted our questions to challenge the brand to think about themselves in a different context. Instead of asking straightforward questions like, “What is your target demographic?”, we might ask something like “Who would your brand make friends with at a party?” This way, we can get everyone thinking of the brand as more well-rounded and relateable. <img width="888" height="500" width_o="888" height_o="500" data-src="https://freight.cargo.site/t/original/i/b0c011d98788979c0ab179520a6449ccbfe195a6f1dc8c724f673d03a71d1fb2/Cosmic-Quest1.gif" data-mid="177971073" border="0" src="https://freight.cargo.site/w/888/i/b0c011d98788979c0ab179520a6449ccbfe195a6f1dc8c724f673d03a71d1fb2/Cosmic-Quest1.gif" /><img width="888" height="500" width_o="888" height_o="500" data-src="https://freight.cargo.site/t/original/i/5da311e801a42ae73fc62937e47b7d15beff8c69018247769faed3517b995854/Cosmic-Quest2.gif" data-mid="177971074" border="0" src="https://freight.cargo.site/w/888/i/5da311e801a42ae73fc62937e47b7d15beff8c69018247769faed3517b995854/Cosmic-Quest2.gif" /> Answering the questions is only part of the exercise. The other important component is nurturing the discussions that happen around answering them. In the room, members from the brand’s team must come to a consensus on how to answer each question, solidifying their vision of who they are as a brand. It’s okay if they change their mind a couple times, or need a tiebreaker– it’s all about the thought exercise. When the questions are answered, results are calculated, and one of seven archetypes are assigned to the brand, framed as though it’s a horoscope. Included in the extended results is a description of the brand voice, a sample For You page (organic platform examples of videos that fall under that category), content-making tips, pitfalls to watch for, market science data, existing brand examples, as well as their runner-up result. Seven possible results of the quiz (Designs by me) <img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/bb786658ee7cb8f86dc3f0212564d9c110b5d8e3784b5b95d76d873a437b35cd/bestius.png" data-mid="177958594" border="0" src="https://freight.cargo.site/w/400/i/bb786658ee7cb8f86dc3f0212564d9c110b5d8e3784b5b95d76d873a437b35cd/bestius.png" /> Aspirational &amp; Motivational Your brand voice on TikTok is one that users look to for guidance on how to achieve their ideal life.&nbsp; You set the standard for the&nbsp;life a TikTok user wants–&nbsp;eating&nbsp;the food they want to eat, wearing the clothes they want to wear, living in the house they want to live in, and&nbsp;travelling&nbsp;all the places they want to go.&nbsp; You are also invested in your viewer, you don’t alienate them. You talk to them like a bestie– you boost their confidence, you believe in your viewer’s ability to get what they want, and you are there to help them get it. <img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/40ae43ca1480a22e2904dc20e638d7a35f4b7be8ed3d16a7ba5b6337ebc7297c/phoreyewis_2.png" data-mid="177958599" border="0" src="https://freight.cargo.site/w/400/i/40ae43ca1480a22e2904dc20e638d7a35f4b7be8ed3d16a7ba5b6337ebc7297c/phoreyewis_2.png" /> Emotional &amp; Inspirational You have an optimistic brand voice on TikTok, which viewers can rely on to be reminded of the good in the world.&nbsp; Your product is not just a good or service, it is part of a larger philosophy that seeks to make the world a better&nbsp;place–&nbsp;and your TikTok presence should reflect that.&nbsp; Your content tells feelgood stories of human resilience and kindness in the face of adversity. Your tone can be assertive, but never cyncial. <img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/e1a1141bb7636507909f8fc40255e35a3ad2c03b18a8c6efb93645e328fb040b/clevera.png" data-mid="177958582" border="0" src="https://freight.cargo.site/w/400/i/e1a1141bb7636507909f8fc40255e35a3ad2c03b18a8c6efb93645e328fb040b/clevera.png" /> Dry &amp; Witty Your brand knows the value of an inside-joke with your audience, and uses every opportunity to give a subtle wink or nudge that makes your viewer laugh. Your brand embraces a straight-forward and deadpan approach to comedy, and assumes your audience has the wit or context to get the joke. You know how to make strong observations on many of the world's truths and embrace them without fear, then present them with a layer of irony. Your brand keeps it real, it never tries too hard to win affection or gain a laugh from your audience. You are self-aware of your role as a brand on TikTok, you don't disguise that you hire creators or make paid content. You're never attempting to trick your audience, you have enough confidence in your product to tell the truth about the experience of marketing it. <img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/048aa4ee38fd0b28bd0e0fbdcd9e3d0fab57631ae3b997fbe545c9b2524755da/slayyon_2.png" data-mid="177958564" border="0" src="https://freight.cargo.site/w/400/i/048aa4ee38fd0b28bd0e0fbdcd9e3d0fab57631ae3b997fbe545c9b2524755da/slayyon_2.png" /> Humorous &amp; Silly You brand likes to express your quirky, cheeky, and goofy sides. Your brand leans into making people smile and are proud to be on the "sunny side of the Internet," bringing objective happiness, joy, light, and cheer to your audience and the world. Your brand tends to be informal and casual. This gives you the flexibility to respond to the community in a conversational tone. <img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/edcc5fa37ad7bca08a26752146773aaf79cae280e5eaee92403afd3e8c47e196/sheese_2.png" data-mid="177958574" border="0" src="https://freight.cargo.site/w/400/i/edcc5fa37ad7bca08a26752146773aaf79cae280e5eaee92403afd3e8c47e196/sheese_2.png" /> Bold &amp; Assertive You exude confidence and leadership in everything you do, inspiring others to become the best version of themselves.&nbsp; Your side of TikTok is not for the weary, but for those who yearn for boldness, excitement, and a bit of rebellion.&nbsp; Your aggressive tone is a tool you use to emphasize the immense power of your product to make a meaningful change in people's lives.&nbsp; You tell it like it is unapologetically, sharing honest truths that helps your audience enhance their lives. <img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/61af38995e7953579b72256a2aef5f2a1db400f59eb6df0d54d97a29ff7790bd/authoritus.png" data-mid="177958601" border="0" src="https://freight.cargo.site/w/400/i/61af38995e7953579b72256a2aef5f2a1db400f59eb6df0d54d97a29ff7790bd/authoritus.png" /> Academic &amp; Informative You have an educational voice on TikTok, viewers will rely on you to impart wisdom and get to the point quickly and clearly.&nbsp; Your product is not the only value that you will provide to your TikTok audience, as they consider you trustworthy source of knowledge.&nbsp; When it comes to an educational brand voice, knowledge is power.&nbsp; You breaks down complicated questions and concerns into easily digestible content.&nbsp; Far from a know-it-all, you're like an approachable professor who meets their students where they are. <img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/18414bbb15057ad6fe578def6519fcf5be994a8a983d68260706c9eb66e20982/bussion_2.png" data-mid="177958589" border="0" src="https://freight.cargo.site/w/400/i/18414bbb15057ad6fe578def6519fcf5be994a8a983d68260706c9eb66e20982/bussion_2.png" /> Absurd &amp; Weird Lucky for you, an absurd and weird brand voice on TikTok means the possibilities are endless.Viewers rely on you to question norms and use quirkiness and the bizarre to push the boundaries of the predictable.You remind your audience to not take themselves too seriously and that no matter the situation, there's always room for curiosity and creativity.Absurdity highlights the ridiculousness of life, pushing normally accepted realities to nonsense extremes, giving the audience a fresh perspective. Celebrate and lean into the most extreme elements of your product as an expression of your personality. The final portion of the workshop is dedicated to a short, informal, brainstorming sprint, where we work with the brand to consider new high level ideas of what they can do with their new perspective. THE RESULTS U by Kotex (Kimberly-Clark): Out of the creative brainstorm sprint on the Charcoal Pad (new product launch), client shared they intend to support with $300k of paid media in 2023. Despite never having investing in TikTok before, Vayner shared that they plan to support U by Kotex with $1.9M of TikTok paid media in 2023. Monster Energy: Revenue Attribution- Monster Green $1.35MM first TikTok campaign ($1.5MM total including creator fees). Opportunity unlock (post-workshop RFP consideration and upsell opportunities tied to workshop discussion):&nbsp; Monster Ultra ($250k - $500k new RFP consideration; REIGN Storm Innovation launch ($500k upsell ($1MM total program)) FLVR (Pepsi)-$100k incremental spend right after workshop meeting. Working on always-on strategy for FLVR this year with higher emphasis on food entertainment. https://maritsacreativestrategy.cargo.site/Pampers Fri, 05 May 2023 16:19:30 +0000 Maritsa Patrinos: Creative Strategy https://maritsacreativestrategy.cargo.site/Pampers PAMPERS SWADDLERS TikTok Content Series <img width="1800" height="1006" width_o="1800" height_o="1006" data-src="https://freight.cargo.site/t/original/i/1ea9c7e5d95b8d09d6455ffa56a454590ff08e14c78423608d3ac1c9d573398d/Pampers-Logo.png" data-mid="178129129" border="0" data-scale="43" src="https://freight.cargo.site/w/1000/i/1ea9c7e5d95b8d09d6455ffa56a454590ff08e14c78423608d3ac1c9d573398d/Pampers-Logo.png" /> THE PRODUCT Pampers Swaddlers diapers are blankie soft and hypoallergenic to be gentle on baby's skin. Ultra-soft and absorbent layers wick wetness away to help keep baby's skin dry &amp; healthy. Main selling points include: Wetness indicator stripExtra soft (good for sensitive skin) Very absorbent &amp; dryTHE ASK Put together a thoughtstarter presentation for possible video content promoting Pampers Swaddlers on TikTok.Ad policy does not allow Branded Effect or Hashtag Challenges for baby care. All ideas need to be developed to support In-Feed video, One Day Max or Top View.Work with TikTok’s Creator Solutions team to identify TikTok creators to work with for this content. Target is parents/families with children 0-36 months.EXISTING TRENDSMy first approach was indentifying platform insights and existing natural behaviors in the parenting space on TikTok, to familiarize the client with their audience and find possible low-lift avenues of engagement. <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/04f08ecf47fc0ea774d263f9e5bd11ae5be59d6f5358a11500a6a85779b3f521/giphy-9.gif" data-mid="177815429" border="0" src="https://freight.cargo.site/w/270/i/04f08ecf47fc0ea774d263f9e5bd11ae5be59d6f5358a11500a6a85779b3f521/giphy-9.gif" />TIPS &amp; TRICKS: Hacks &amp; Advice Every corner of TikTok has their version of tips &amp; tricks, but nowhere is it more beneficial than when it comes to parenting. Parents on TikTok are eager to share anecdotes and advice that save money or make parenting a little bit easier. <img width="256" height="480" width_o="256" height_o="480" data-src="https://freight.cargo.site/t/original/i/015a19c66013529d42f1f8d1966a3cbbd0a03bf35fe15dbd7217b7953d23abb9/giphy-3.gif" data-mid="177815256" border="0" src="https://freight.cargo.site/w/256/i/015a19c66013529d42f1f8d1966a3cbbd0a03bf35fe15dbd7217b7953d23abb9/giphy-3.gif" />FLOPPY FISH TREND: TikTok Made Me Buy It This is a great example of the unintended use of a product that has been popularized thanks to TikTok. The floppy fish is a cat toy, but TikTok has realized that its movements are actually perfect for patting a baby’s bottom. TikTok videos showcase this use of the product, and how it puts their babies to sleep.&nbsp; <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/6894bbce861108e1f0faec57adebe8ed910a7966c6aa92184b336fc3e6d0234e/giphy-7.gif" data-mid="177815350" border="0" src="https://freight.cargo.site/w/270/i/6894bbce861108e1f0faec57adebe8ed910a7966c6aa92184b336fc3e6d0234e/giphy-7.gif" />UNSWADDLE STRETCH: Cuteness GauranteedThe only thing more satisfying than swaddling a baby is un-swaddling a baby. In these videos, parents unswaddle their babies and record the instant reaction of a big, adorable stretch. <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/a948bb7a90b854c3ed9ee5b7f7eebcb7972a8a4c30e7014c17402293081bd345/giphy-12.gif" data-mid="177815405" border="0" src="https://freight.cargo.site/w/270/i/a948bb7a90b854c3ed9ee5b7f7eebcb7972a8a4c30e7014c17402293081bd345/giphy-12.gif" />PEDIATRICIANS REACT: Expert Opinions Pediatricians use the Duet feature on parenting videos or product recommendations as a method of sharing their expertise. THE THOUGHTSTARTERS Next, I developed high-level original concepts to serve as inspiration and guidance for the client to develop their own TikTok content. BABY SPA DAY: Putting the “Pamper” in Pampers Creators will show how they give their little one some extra TLC with a tiny spa day. This content would frame Swaddlers as being a luxury diaper, extra soft and comfortable, for babies who deserved to be pampered. The parent will show the routine of giving their baby a fancy bath, a delicate massage, tiny cucumbers on the eyes, a gentle manicure, and it gets all topped off with putting Swaddler on junior (and maybe a tiny robe to complete the effect). <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/fe306fe0d5b2ddc5d0b573859e9bcd885c02936a044e806bee90af05b95c207e/giphy-1.gif" data-mid="177805483" border="0" src="https://freight.cargo.site/w/270/i/fe306fe0d5b2ddc5d0b573859e9bcd885c02936a044e806bee90af05b95c207e/giphy-1.gif" /> <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/2eb9de22e8d1d1f865cfa33b93904464e4e55dfb3c2d67c5924c970d36b39552/giphy-2.gif" data-mid="177805434" border="0" src="https://freight.cargo.site/w/270/i/2eb9de22e8d1d1f865cfa33b93904464e4e55dfb3c2d67c5924c970d36b39552/giphy-2.gif" /> GET SWADDLED: Taking to Extremes Babies aren't the only ones who love to be swaddled. This video would start off with the parent outfitting their baby with Swaddlers, swaddling them, and being satisfied with the success of the diaper in keeping them dry and happy. So successful in fact, that they'll expand to attempting to swaddle other members of their families (spouses, kids, pets). The process will be cute, awkward, and silly–obviously not working as well as it would with a baby. But at the end they'll at least be satisfied with how their baby is still sound asleep. #BOOTD: Pampers as Fashion #OOTD (or, "Outfit Of The Day") is an evergreen trend on the app that brings both users and creators satisfaction. Let's do a series that showcases the most adorable baby outfits, or BOOTD, if you will. The creators will show off their most beloved baby outfits, and make sure to include Pampers Swaddlers as must-have piece&nbsp;for every outfit. We could also enhance this content series with a custom sound for creators to time their fashion show&nbsp;to. <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/b0a109dc9c252f0084ff8ffe1a8662cd23a26a10cbc87ee8eb1901ef3495e49d/giphy.gif" data-mid="177805331" border="0" src="https://freight.cargo.site/w/270/i/b0a109dc9c252f0084ff8ffe1a8662cd23a26a10cbc87ee8eb1901ef3495e49d/giphy.gif" /> <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/ae1ecb020a61c047697f5105b45f2b9a62858cf7b34de93b53dd296805e16fb5/giphy-14.gif" data-mid="177816105" border="0" src="https://freight.cargo.site/w/270/i/ae1ecb020a61c047697f5105b45f2b9a62858cf7b34de93b53dd296805e16fb5/giphy-14.gif" /> PEDIATRICIAN REVIEWS: Trustworthy AdviceBecause the selling point of Swaddlers is softness, dryness, and comfort, it’s a great solution for babies with sensitive skin. Let’s get the product out to pediatrician creators to give us their expertise not only on the product, but other pointers and advice for parents who have babies with sensitive skin. COUNTERTOP CLEANING: Kitchen Comparisons Let’s recreate the classic Pampers TV spot format, with a TikTok twist. Creators will do an at-home version of displaying the absorbency of Swaddlers with blue water. They’ll be challenged to pour water on their kitchen counter (with the help of their little one, toddlers love to make messes), then use the diaper as cleanup in lieu of a paper towel. The idea is to play into the realm of&nbsp; satisfying TikTok videos with timelapse and cleaning– but also make something relatable because it looks fun and can be recreated at home. <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/9283b79df876b17ae927592feaf64fefdc7c6fff41b4b509ee3d165ebb0c4e1f/giphy-15.gif" data-mid="177805292" border="0" src="https://freight.cargo.site/w/270/i/9283b79df876b17ae927592feaf64fefdc7c6fff41b4b509ee3d165ebb0c4e1f/giphy-15.gif" /> Lastly, I collaborated with our Creator Solutions team to pinpoint TikTok creators who specialize in baby and family content. The tone of content created by these influencers selections vary from slice of life, to comedy, to education and advice. <img width="954" height="563" width_o="954" height_o="563" data-src="https://freight.cargo.site/t/original/i/01f6cffee673a86df1aa638eede0a8f3cf6e103b25b60456f74e03e28be44670/Pampers-Swaddlers-Thoughtstarters1b.gif" data-mid="178000861" border="0" src="https://freight.cargo.site/w/954/i/01f6cffee673a86df1aa638eede0a8f3cf6e103b25b60456f74e03e28be44670/Pampers-Swaddlers-Thoughtstarters1b.gif" /> THE RESULTS Two of my ideas (”PEDIATRICIAN REVIEWS” and “COUNTERTOP CLEANING”) were sold as the concepts for a content series at a 400K buy in on auction InFeed Video.