![]() ![]() “They have decided to use a content strategy to drive awareness and it is obviously cheaper than spending millions of dollars on advertising but it also requires the courage to create edgier content, which they have,” said Ulli Appelbaum, founder and chief strategy officer of brand strategy, research and innovation boutique First The Trousers Then The Shoes. “Digging into the content experience and leaning into the power of raw video can be done if you have the right people behind the iPhone who are able to navigate the trends, understand Gen Z’s dry humor, fluent in algospeak and know just the right native platform editing features to use,” Elaine Lee, director of engagement at the content marketing agency, agency Manifest, said of Nectar’s content strategy. “The more we post on the Nectar Hard Seltzer and Under the Influence accounts, the more engagement we see, with average engagement per month peaking this past month at over 200,000 per post,” said Kim. Nectar’s general strategy is creating meaningful content that will resonate with its audience, because the brand is focused on building real community, not creating “flashy moments” through celebrity partnerships or heavy, paid-ad campaigns, according to Kim. Nectar’s community includes a list of people who texted the brand asking it to come to their area or to receive its latest announcements, as well as fans of its Under the Influence podcast. Kim said within 19 months of putting Nectar’s first box on a shelf in December 2020, the brand had built a TikTok community that grew to over 740,000 followers. “We quite literally had no money left in the bank to pay for any kind of marketing or spend on any kind of paid advertising,” said Kim. When asked about ad spend, Kim said the company spent all of its money to make the first boxes of Nectar and had nothing left for marketing. Kim said Nectar sold 300 boxes of seltzer in 15 minutes, and lines stretched almost three blocks in some instances. doing “product drops” while letting their followers know the specific locations of the drops through TikTok. “The first video went viral and got 300,000 views in three days and suddenly, we had hundreds of people across the U.S., blowing up my phone and asking for the drink,” said Kim.Īfter that, the brand spent the year traveling around to major cities across the U.S. ![]() Nectar does all of its creative work in-house, although it is unclear how many of their employees are involved in the process of creating the videos. The hope was for the brand to go viral with content posted organically on the platform. The brand also often uses edgy concepts to get attention, like in its TikTok video that spoke to the demisexual conversation among Gen Zers in the dating landscape, which has 4.6 million views. For example, its “Sale or Fail” video, in which Nectar recorded shoppers in grocery stores trying out the seltzer brand, has been viewed 3.1 million times. To promote the brand on TikTok, Nectar’s goal was to create highly shareable TikTok videos that appealed to a big audience. “I just wanted to know if there was anyone out there who wanted to try our drinks or if we had completely missed on the idea and if it was time for us to give up,” Kim said of taking to TikTok to spread word-of-mouth for the brand.
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