Building on the campaign
Another element concentrated more on TikTok engagement, with audio still featuring a consistent key element in the stateement: “It’s really not that bad. It just means a little… shampooing.”
This was adapted from a meme inspired by a song (featuring the voice of Barbie) that was popular across social media at the time.
“It’s a twist, and that is how you make the brand a cool brand, and that’s obviously how TRESemmé wants to show up,” stated Horowitz.
On why more brands should consider the comments generated across social media, Horowitz added his view that this is where “a real gem” of cultural insight can be discovered. “The best campaigns really originate in comments because that’s the richest opportunity for understanding what consumers really experience and feel,” he said.
On TikTok alone, the campaign hashtag has led to 100.3 million views while #TRESemmeMyStyleIsMyPower has garnered 83.9 million views since launch last September.
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