Olaplex, which launched in 2014 making premium hair care products, was content growing its biz purely by word of mouth among stylists online. But when it started investing in paid media earlier this year, the brand turned to TikTok primarily for brand building rather than sales lift, said Chief Marketing Officer Charlotte Watson, who was hired in January as its first CMO.
El Pollo Loco began as a small restaurant chain in the 1970s, first in Mexico and later in Southern California. The brand only started leaning into digital ad channels in 2019, and today, it spends half its media budget on digital – a huge portion of which is reserved for TikTok. Last month, El Pollo Loco launched its latest campaign, “Abuela Approved” – its first TikTok-only campaign.
Aflac launched its first-ever campaign on TikTok, dubbed #DuckVibes, to engage younger consumers with what it considers a mid-funnel-focused strategy. The new campaign, which will run throughout the summer, uses catchy music, lyrics and visuals involving the eponymous Aflac duck to encourage “duets,” a split-screen feature TikTokers use to retroactively “respond to” other creators’ videos.
