Using Viral Moments to Create Product Hype on TikTok for Teletubbies
| + | million organic content views |
| % | engagement rate on content |
Teletubbies, a classic British children’s TV show, wanted to boost awareness and drive sales to their adult onesie collaboration with Primark. The oneise, which had previously gone viral on TikTok, was having a restock and Teletubbies’ goal was to have this drop be more successful than the first.
The Brief
The goal for Teletubbies was to spread awareness of the new drop of the TeletubbiesXPrimark onesie collaboration and ultimately drive sales.
The Plan
As the onesies had previously gone viral organically, we wanted to tap into viral moments that were happening on TikTok at the time of the drop in order to create ‘likely to go viral’ content. Virality is never a guarantee. However, by tapping into trending sounds and dance trends, this allowed us to utilise the algorithm to push content out further, gaining broader reach and traction. Working with a small budget, we worked with two influencers on TikTok and briefed them into wearing the onesies while dancing to the “I Love the Way You Work it” trend that was happening at the time.
The Spotlight Campaign
In total, we created three pieces of content with the influencers. However, off the back of them receiving the products, we also gained three pieces of additional organic content, including the onesies that assisted in boosting the power of our initial pieces. The expected reach of the content was estimated at between 200k-500k – we smashed this for the client, generating over 1 Million organic views.
THE RESULTS
1 million organic views
7% engagement rate on content
Product SOLD OUT
2x expected reach