“It would have been a total missed opportunity to not have someone like Boman and these other creators—when this is their bread and butter—not help us with that script,” Herren said. “When working with influencers, especially on TikTok, if it’s very clear that this is not something they would normally say or do, it’s just not going to perform or resonate with audiences at all.”
TikTok users, for their part, have eagerly embraced the series. Two teaser videos offering previews of “Hydro House” received 9.7 million and 10.7 million views, respectively, and the series’s seven episodes amassed over 25.7 million collective views. Neutrogena also gained thousands of new TikTok followers during the two weeks the brand was releasing episodes to its channel, a brand spokesperson said.
But the most notable metric of the campaign’s success for Herren has been the overwhelmingly positive response Neutrogena has received from TikTok users in comments on each of the videos, many of them stating they enjoyed the various episodes despite knowing they were ads. “This is the first time I’ve willingly watched an ad!” user @jaybaebay commented on one of the series’s trailers. On another video, @hellenkellers0nlyfanz’s comment “now this is an ad,” received over 19,000 likes.
from Digital Marketing Education https://ift.tt/izMHOrw
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