In past editions of this newsletter, you've seen me recommend a range of strategies around TikTok as a brand. They usually all tend to lead to the same place: you need to have a brand voice. This is something that audience members can look to and recognize right away. For some brands that is a recurring content creator, for others, it is an animated character.
The next level is here and it nods to traditional advertising, in a way. Brands are now working with artists to create songs for TikTok. This reminds me of the importance placed on brand jingles for tv commercials.
A few brands to take part in this include McDonald's, Pizza Hut and Trident Gum. So far these collaborations have manifested in three parts:
- Identify a musician who fits the branding and vision of the campaign
- Produce a song with the intention of engaging audience members while tying it back to the brand.
- Share content with the artist as a contest or engage with other influencers to help spread the song.
Trident Gum did this with Chlöe who made a song for the brand and posted a paid partnership challenging viewers to complete a #Chewthevibes challenge. The hashtag generated 6.9B views and 14K videos posted. The genius behind this campaign is that to participate you must chew gum on the beat of the song, which means directly engaging in the product being sold. This challenge also nods to several trends such as the Rosalía gum trend and other challenges that encourage participants to stay on beat while tapping or blinking.
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