Arm & Hammer Laundry is making the most of TikTok’s short-form movies to succeed in out to households throughout the vacation season.
During the last 12 months, the model has been working to construct its natural TikTok presence, and its new vacation effort is a continuation of that technique. Arm & Hammer is trying to stand out on the platform by creating content material in collaboration with actor, cook dinner and pop David Burtka and TikTok influencers Queencitytrends (a journey and way of life influencer with 1.5 million followers), Snackbandits (meals creators with 1.6 million followers) and Nycgaydad(a TikTok content material creator with 423,000 followers).
Arm & Hammer selected influencers based mostly on the natural family-related content material they produce that aligns with the model’s values, in keeping with Xi Chen, affiliate advertising director for Arm & Hammer Laundry. Arm & Hammer selected to deal with TikTok as a result of shoppers are spending extra time there than Instagram and Twitter.
“We all know extra of our goal shoppers [Gen Z and millennial parents] are utilizing TikTok, and we wish to proceed constructing our presence there,” stated Chen, who added that the model wished to lean into the platform and deal with TikTok content material because the app is continuous to develop in recognition.
Arm & Hammer Laundry joins different manufacturers beefing up TikTok efforts this 12 months to spice up model consciousness throughout the holidays, together with Lowe’s and Ocean Spray. The monetary settlement between Arm & Hammer, the influencers and Burtka was not disclosed by the model.
In Arm & Hammer’s TikTok marketing campaign, the movies painting the influencers encouraging millennial dad and mom and Gen Zers to embrace the mess they make throughout the cooking course of at dwelling with their household over the vacations. The model additionally produced brief video clips of Burtka sharing his favourite suggestions and tips for holding the vacations stress-free and enjoyable.
It's unclear how a lot of Arm & Hammer’s promoting finances is allotted to this marketing campaign, as Chen declined to share total finances specifics. In line with Pathmatics knowledge, the model spent a bit over $197,000 to this point on promoting efforts in 2022.
Leaning into TikTok may show to be fruitful for Arm & Hammer. In line with TikTok analytical software Alalisa, Arm & Hammer Laundry had the best variety of TikTok views (31.4 million) amongst laundry manufacturers on the platform from February to October and the strongest engagement amongst manufacturers within the class.
Aspire’s senior director of selling technique Magda Houalla stated that she believes the movies will even encourage viewers participation, which may result in a rise in engagement for the model. “We’re so used to seeing product demos on social media, however their humorous and entertaining spin on the facility of the product feels very recent,” she stated.
