How to Create TikTok Campaigns that Encourage Co-Creation w/ Alyssa Stevens

Introduction

In the realm of advertising, the importance of understanding audiences has never been greater. Brands are navigating the waters of TikTok, where authenticity, engagement, and community rule. In this episode of "Made For TikTok," host Jordan talks with Alyssa Stevens, Director of Social Media and Influencer Marketing at Connelly Partners, who shares insights into creating effective TikTok campaigns, focusing on Gorton Seafood's award-winning strategy.

The Journey Into Advertising

Alyssa's journey began in traditional public relations after graduating from Northeastern University in Boston. Her career trajectory shifted as social media emerged, prompting her to incorporate platforms like Facebook and Instagram into her PR work. As influencer culture blossomed, she became fascinated with leveraging creators to effectively communicate brand messages.

Understanding TikTok's Ecosystem

When it comes to TikTok, Alyssa spends several hours a week on the app, immersing herself in the latest trends, music, and content that could inform her strategies for clients. For her, understanding the platform's nuances is critical to effectively guiding brands like Gorton Seafood that are seeking to establish a presence there.

Gorton Seafood’s Award-Winning Campaign

Gorton Seafood, a legacy brand over 170 years old, had no established TikTok presence prior to working with Connelly Partners. The campaign process began with influencer collaborations to test the waters and understand consumer engagement. Recognizing what resonated with the audience allowed Connelly Partners to develop a robust TikTok content strategy based on product personality, purpose, and engaging content.

They integrated an AR filter into the campaign, allowing users to gamify their interaction with Gorton's new air-fried product. This innovative approach provided an engaging touchpoint that amplified brand recall.

Creator-First Content

Alyssa emphasizes the importance of leveraging Creator-first content on TikTok. Unlike other platforms, TikTok thrives on authentic, unpolished videos that resonate with the audience. By allowing creators the freedom to innovate, Gorton Seafood's campaign effectively bridged the gap between the brand and younger consumers.

The creators became an integral part of the ideation process, working collaboratively to produce relatable and engaging content that felt less like advertising and more like a conversation among friends.

Measurement and Future Strategy

The campaign's success was substantiated through a comprehensive brand lift study. It revealed that influencer partnerships not only increased reach and engagement but also positively impacted brand favorability among the target audience. As a result, Gorton is poised to take further steps into the TikTok space, with an eye on continuing to attract new audiences and enhance their strategic approach across all clients.

Takeaways for Brands

Alyssa shares her key advice for brands looking to foster lasting connections on TikTok: start with a clear foundation about what the brand stands for and who it aims to reach. Crafting content pillars that align with brand values is essential. Through continuous testing and an open approach to relationships with creators, brands can effectively engage consumers in this vibrant digital ecosystem.

Keywords

TikTok, campaign, co-creation, influencer marketing, content creators, Gorton Seafood, authenticity, engagement, audience, brand lift study.

FAQ

What is the importance of influencer marketing in TikTok campaigns?
Influencer marketing is crucial as it leverages the audiences that creators have cultivated, allowing brands to reach consumers authentically.

How can brands effectively engage with TikTok users?
By creating relatable and engaging content that aligns with brand personality and purpose while utilizing creators to bring authenticity to the messages.

What role do AR filters play in TikTok campaigns?
AR filters gamify user interaction with products, keeping the brand top of mind and providing unique, engaging experiences for users.

How can brands measure the success of their TikTok campaigns?
Through brand lift studies that track metrics such as reach, engagement, and shifts in brand favorability within the target audience.

What should brands consider before launching a TikTok campaign?
Brands should establish a clear foundation regarding their identity, audience, and what they aim to achieve, crafting content pillars that resonate with their core values.