The authenticity of the resulting content resonated with viewers and increased watch time for the brand. It also gave creators artistic freedom to promote the products in ways that are compatible with their other content and online conversations. The company recruited its partners via creator information and custom questionnaires, and matched creators to specific campaign goals. Soda brand OLIPOP spent the last year driving up its visibility and sales via TikTok creators, often partnering with prominent food and lifestyle influencers, including Mari and Candice Cooks and others, to promote their favorite OLIPOP products. OLIPOP grants creator partners artistic freedom to improve authenticity The creator-led content yielded $38.6M EMV during the campaign, attracting consumers among Gen Z and millennial users and helping the brand build and maintain authenticity with this target demographic. The campaign expanded the brand’s creator community on TikTok, the volume of content published on the site, and mentions across social media. The campaign sparked a surge in TikTok content, and #CheetosReaperReactions quickly became the brand’s leading hashtag. Giving creators artistic freedom that yields authentic contentĬheetos uses fun food challenge to spur creator-led contentĬheetos challenged TikTok stars and everyday consumers to film their reactions while trying the brand’s new super-spicy snack: Cheetos Flamin’ Hot Carolina Reaper.Selecting creators who understand the campaign’s target audience, and who will generate content that is immediately engaging.“It’s clear that TikTok can fast-track their growth and drive impressive ROI for savvy food and beverage brands,” says the report. For each campaign analyzed, creator-led marketing generated a surge of content and online conversation to lift the brand’s earned media value (EMV). In the new report TikTok Marketing Best Practices For Food & Beverage Brands, CreatorIQ examines how these three brands are motivating creators to endorse their products on TikTok, and measures the outcomes of specific campaigns. Nowhere is this more evident than on TikTok, where brands like Cheetos, OLIPOP, and Chobani are mastering creator-led campaigns, with sensational results. Creator-led marketing has opened a new frontier for promotional campaigns, which food and beverage firms are taking advantage of to expand awareness, build revenue, and engage more effectively with customers.
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