TikTok calls these brands its biggest culture drivers

Again in February, a TikTok consumer named Carly Pleasure posted a one-minute, f-bomb-laced, instructional video on easy methods to shave your vagina. It was additionally a tribute to eos (evolution of clean) shave cream, or as Carly referred to as it, “an absolute blessing.” Possibly it was the mix of swearing and hygienic recommendation. Possibly it was Carly’s supply, which greater than barely resembles somebody who declares the Fats Boys an underrated drive within the hip-hop pantheon after a very enthusiastic bong rip. Both method, the video shortly hit 17 million views and led to a 25-times increase in orders to eos’s web site.

Eos’ chief advertising officer Soyoung Kang noticed it occur in real-time and instantly leapt into motion. The model wished to get in contact with Carly to determine a option to collaborate, however there was only one drawback—as a minor, Carly couldn’t obtain messages on the platform from strangers. Ultimately eos acquired her consideration on TikTok by means of a duet of her video (when a video follows together with one other video), and inside three days, eos had shave cream rolling off the manufacturing line that includes Carly’s signature line, “Bless your f#@%ing cooch.”


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♬ original sound – eos


Due to efforts like that, eos is likely one of the brands that’s been named to TikTok’s first-ever Culture Drivers list, 14 brands that the platform sees as doing the perfect, most participating, and entertaining work on the platform. Along with eos, honorees embody Aerie, Clinique, Jif, Goldfish, Volkswagen, T-Cell, Tropicana, Comcast, Koho, Amazon Alexa, Pizza Hut, Dove, and e.l.f. cosmetics. TikTok’s international head of enterprise advertising Sofia Hernandez says that the purpose is to have a good time the entrepreneurs who actually have taken the leap on the platform as daring innovators. “They took possibilities, and so they did it the suitable method, they trusted themselves, and so they trusted us,” says Hernandez. “That’s what culture drivers is, as a result of I feel that is the way forward for CMOs and entrepreneurs, the individuals who see one thing new, aren’t positive the way it can drive their enterprise, however know they must be there, and be there in a method that’s genuine to that platform. We additionally wished to create a little bit of FOMO for the entrepreneurs who haven’t leaned in sufficient.”

TikTok, which launched in the USA in its present type in the summertime of 2018, has shortly grow to be one of the crucial related and influential social platforms, notably in propelling popular music. It crossed the billion-user mark in September. Crucially for entrepreneurs, according to Kantar’s Media Reactions 2021 study, out of any social platform, TikTok is the place customers most recognize promoting and are least prone to view adverts negatively.

Eos CMO Kang says that the model began speaking to and experimenting with TikTok early on, and again in 2019 was the primary model to associate with Charli D’Amelio. The corporate, which counts Gen Z and younger millennials as its major viewers, launched a significant rebrand in September 2019. “It was a extra experimental part of our advertising marketing campaign,” says Kang. “However the outcomes had been something however experimental, fringe, or area of interest. We garnered greater than 4 billion views of our marketing campaign in about 4 weeks.” Since then, Kang says TikTok has been a core staple in its advertising combine, with the model refreshing its TikTok campaigns each three months.

Pizza Hut is on the listing for its #ForYouPizza marketing campaign and partnership with TikTok creator Oneya Johnson, aka AngryReactions, a TikTok problem encouraging folks to share their personalised pizza recipe to win the prospect to have their recipe out there throughout the USA on In accordance with Pizza Hut, its web site site visitors was up by 75% on launch day, and the #ForYouPizza hashtag had greater than 7 billion views, and 1000’s submitted recipes.



#duet with @authenticteecee this was an emotional curler coaster

♬ original sound – AUTHENTICTEECEE

“The partnership with TikTok star Oneya Johnson allowed us to attach with a youthful viewers in a method that’s robust to duplicate by means of conventional promoting and media partnerships,” says Pizza Hut CMO Lindsay Morgan. “We all know we’ve damaged by means of after we’re listening to from our crew members and youthful followers a few marketing campaign.”

Whereas the Culture Drivers listing includes a numerous set of brands, from magnificence and quick meals to banking, Hernandez says that what all of them have in widespread is their tolerance for threat, their capability to behave shortly, and their understanding of the collaborative nature of TikTok content material amongst creators, customers, and brands. With the launch of shoppable posts, this can solely grow to be extra essential.

“I speak to CMOs weekly, and most of them will not be on TikTok,” Hernandez says. “They examine it, and know what their 13-year-old child is doing, however they don’t actually know the platform. While you’re in it, you get it, and as a marketer you begin to see how your model would possibly come to life there. These entrepreneurs are all within the platform, and so they get it. They perceive the communities, and so they perceive what we traditionally name engagement could be very totally different right here.”


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