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Lint Roller Brand Evercare Launches Sticky TikTok Campaign



Sway Group's influencer campaign features pet lovers putting the product to the test

Lint Roller Brand Evercare Launches Sticky TikTok Campaign

From crafting hacks to cleaning tips for homes and pets, Sway Group’s new influencer campaign for Evercare Lint Rollers found sticky success by adding a strong TikTok element to the brand’s already-successful Instagram initiatives. Sway Group recently launched Evercare’s first TikTok campaign and is readying for the next flight of content, which will feature pet lovers while also highlighting Evercare’s support for the ASPCA.

Sway Group was able to help drive brand engagement with upbeat, entertaining and informative TikTok content designed to spread awareness for Evercare’s products. In keeping with TikTok’s own credo (‘Don’t make ads, make TikToks’), Evercare’s promotional content was designed to offer a native TikTok experience while emphasising core brand benefits.

“Sway Group recruited a diverse network of lifestyle influencers who brought not only their own authentic voices, but also some incredibly compelling cleaning hacks that showcased our product in unique ways,” says Tom Barber, SVP of product and brand marketing at Bradshaw Home – parent company of Evercare Lint Rollers.

Thus far, the content has generated 1.71 million actual impressions and 551,000 video views — more than double the original goals. Additionally, this campaign has seen a 19% improvement on CPM compared to a previous campaign that did not include TikTok.

“Evercare's campaign not only surpassed our base goals for viewership, it achieved our objective of generating brand awareness and sparking conversations with more than 18,000 post engagements,” says Sway Group CEO Danielle Wiley. “Our influencers’ sponsored TikToks for Evercare performed particularly well, showing that the right short-form video approach is key for the TikTok platform. By demonstrating the product in unexpected ways that utilise humour, TikTok creators were able to spark fresh interest in the Evercare brand.”

  • On Instagram, top-performing content focused on fashion or pets, with men and women, ages 25 to 54, engaging with content fairly evenly.
  • On TikTok, short-form videos focused on cleaning hacks as well as fashion and pets. These attracted high numbers of women, ages 25 to 44.

Danielle adds, “We look forward to building out the campaign for Evercare’s just launched, pet-focused program to support ASPCA and its celebration of pet lovers everywhere.”

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Marketing Matters, Thu, 27 Oct 2022 14:48:49 GMT