TikTok calls these brands its biggest culture drivers

Again in February, a TikTok consumer named Carly Pleasure posted a one-minute, f-bomb-laced, instructional video on the right way to shave your vagina. It was additionally a tribute to eos (evolution of clean) shave cream, or as Carly known as it, “an absolute blessing.” Perhaps it was the mixture of swearing and hygienic recommendation. Perhaps it was Carly’s supply, which greater than barely resembles somebody who declares the Fats Boys an underrated drive within the hip-hop pantheon after a very enthusiastic bong rip. Both method, the video rapidly hit 17 million views and led to a 25-times enhance in orders to eos’s web site.

Eos’ chief advertising and marketing officer Soyoung Kang noticed it occur in real-time and instantly leapt into motion. The model wished to get in contact with Carly to determine a approach to collaborate, however there was only one drawback—as a minor, Carly couldn’t obtain messages on the platform from strangers. Finally eos obtained her consideration on TikTok by means of a duet of her video (when a video follows together with one other video), and inside three days, eos had shave cream rolling off the manufacturing line that includes Carly’s signature line, “Bless your f#@%ing cooch.”


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Due to efforts like that, eos is among the brands that’s been named to TikTok’s first-ever Culture Drivers list, 14 brands that the platform sees as doing the perfect, most participating, and entertaining work on the platform. Along with eos, honorees embrace Aerie, Clinique, Jif, Goldfish, Volkswagen, T-Cell, Tropicana, Comcast, Koho, Amazon Alexa, Pizza Hut, Dove, and e.l.f. cosmetics. TikTok’s world head of enterprise advertising and marketing Sofia Hernandez says that the purpose is to have fun the entrepreneurs who actually have taken the leap on the platform as daring innovators. “They took possibilities, they usually did it the suitable method, they trusted themselves, they usually trusted us,” says Hernandez. “That’s what culture drivers is, as a result of I feel that is the way forward for CMOs and entrepreneurs, the individuals who see one thing new, aren’t positive the way it can drive their enterprise, however know they should be there, and be there in a method that’s genuine to that platform. We additionally wished to create a little bit of FOMO for the entrepreneurs who haven’t leaned in sufficient.”


TikTok, which launched in the USA in its present type in the summertime of 2018, has rapidly turn out to be one of the vital related and influential social platforms, notably in propelling popular music. It crossed the billion-user mark in September. Crucially for entrepreneurs, according to Kantar’s Media Reactions 2021 study, out of any social platform, TikTok is the place customers most recognize promoting and are least more likely to view adverts negatively.

Eos CMO Kang says that the model began speaking to and experimenting with TikTok early on, and again in 2019 was the primary model to associate with Charli D’Amelio. The corporate, which counts Gen Z and younger millennials as its main viewers, launched a serious rebrand in September 2019. “It was a extra experimental element of our advertising and marketing marketing campaign,” says Kang. “However the outcomes had been something however experimental, fringe, or area of interest. We garnered greater than 4 billion views of our marketing campaign in about 4 weeks.” Since then, Kang says TikTok has been a core staple in its advertising and marketing combine, with the model refreshing its TikTok campaigns each three months.

Pizza Hut is on the record for its #ForYouPizza marketing campaign and partnership with TikTok creator Oneya Johnson, aka AngryReactions, a TikTok problem encouraging folks to share their customized pizza recipe to win the prospect to have their recipe out there throughout the USA on PizzaHut.com. In accordance with Pizza Hut, its web site visitors was up by 75% on launch day, and the #ForYouPizza hashtag had greater than 7 billion views, and 1000’s submitted recipes.


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“The partnership with TikTok star Oneya Johnson allowed us to attach with a youthful viewers in a method that’s robust to duplicate by means of conventional promoting and media partnerships,” says Pizza Hut CMO Lindsay Morgan. “We all know we’ve damaged by means of once we’re listening to from our crew members and youthful followers a couple of marketing campaign.”

Whereas the Culture Drivers record includes a numerous set of brands, from magnificence and quick meals to banking, Hernandez says that what all of them have in widespread is their tolerance for danger, their potential to behave rapidly, and their understanding of the collaborative nature of TikTok content material amongst creators, customers, and brands. With the launch of shoppable posts, this may solely turn out to be extra necessary.

“I speak to CMOs weekly, and most of them will not be on TikTok,” Hernandez says. “They examine it, and know what their 13-year-old child is doing, however they don’t really know the platform. If you’re in it, you get it, and as a marketer you begin to see how your model may come to life there. These entrepreneurs are all within the platform, they usually get it. They perceive the communities, they usually perceive what we traditionally name engagement may be very totally different right here.”