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‘TikTok is one of the places where culture is created’: As TikTok popularity swells, Silk looks to tap growth


Plant-based meals model Silk is pouring efforts into TikTok for the primary time, because the 45-year-old model appears to be like to refresh itself and attraction to youthful, extra various buyers. 

As TikTok grows in recognition, the short-form video app is shortly turning into a staple in advertisers’ social spend. This 12 months within the US, TikTok is anticipated to hit $5.96 billion in web advert income, to rake in 2.4% of the nation’s almost $250 billion in digital advert spend, according to eMarketer. 

“To faucet into tradition, you’ve received to be the place tradition exists. And TikTok is without doubt one of the locations the place tradition is created,” stated John Starkey, president of plant-based meals and drinks for Danone North America. 

To faucet into tradition, you’ve received to be the place tradition exists. And TikTok is without doubt one of the locations the place tradition is created.

John Starkey, president of plant-based meals and drinks, Danone North America

This foray into TikTok is Silk’s try at getting in entrance of extra Gen Z buyers, whereas additionally tapping into cultural moments and tendencies that occur on the app, Starkey stated. He added that the platform will change into a bigger a part of the model’s media combine and advert spend because the Silk group sees its impression and effectiveness develop. (It’s unclear how TikTok impacts Silk’s advert spend, as Starkey declined to supply particulars.)

“Going to TikTok lets you present up persistently, however [also] probably present totally different sides of the model that you could be not be capable of see via a few of your extra conventional advertising and marketing levers,” Starkey stated, pointing to TikTok’s choice for much less editorialized content material. 

Final 12 months, Silk spent simply over $17 million on media, barely down from the $18 million spent in 2020, based on Kantar. These numbers don’t embrace social spend as Kantar doesn’t monitor these figures. Already this 12 months, the plant-based model has spent greater than $850,000 throughout Fb and Instagram. Final 12 months, that determine was $4.7 million, almost doubling the $2.6 million spent in 2020, based on Pathmatics.

Except for TikTok, the model splits its advert {dollars} amongst linear tv, on-line video and social media. Starkey didn’t present particular figures for stated spend. 

WHY TIKTOK?

Will get Silk in entrance of extra Gen Z buyers; Silk can faucet cultural moments and tendencies; Present totally different sides of the model; Alternative for content material like hashtag challenges.

Silk, which is owned by Danone North America, first began its TikTok efforts in April via a partnership with singer Kelly Rowland for its #SwapItWithSilk hashtag problem. Different creators Silk tapped for the marketing campaign embrace meals TikTokers Jonny Morales, who has greater than 3.2 million TikTok followers, and Oscar Perez, who has greater than 1.7 million followers. The marketing campaign, which has racked up 85.6 million TikTok views to this point, is estimated to run via the 12 months, Starkey stated. 

TikTok challenges are one of many platform’s costlier promoting choices, with a price ticket of about $130,000, Digiday beforehand reported. Usually, manufacturers choose to leverage TikTok influencers or take their possibilities with natural content material with the hope of going viral to save lots of a number of {dollars}. However because the app’s recognition has grown, so has its share of promoting {dollars}, making it a main focus for advertisers. 

“We’re nonetheless two years away from TikTok actually turning into in the identical dialog as Meta or Google, however I feel they’re on their manner,” stated David Tune, CEO of Rosie Labs advert company. 

Silk’s hashtag problem was the model’s “first dip within the water” of TikTok, stated Starkey, noting that there are plans to do extra sooner or later so long as the app proves an efficient model consciousness software. 

“That is going to be a continuous effort to leverage TikTok and social channels to authentically join with shoppers,” he stated. 

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‘TikTok is one of the places where culture is created’: As TikTok popularity swells, Silk looks to tap growth



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