WalMart - Success Marketing With TikTok Influencer
Regardless of the type of product or service your brand offers, chances are, there’s an audience waiting to discover it on TikTok. Here, we’ve analyzed the TikTok influencer marketing campaigns of two brands to identify how they realized their success. Get inspired with these ideas of how your brand can benefit from partnering with TikTok influencers too.
Mega retailer Walmart has launched more than one successful influencer marketing campaigns on TikTok. Its first was a Black Friday promotion that encouraged TikTok users to upload UGC of themselves dancing in the aisles of Walmart for a chance to win a $100 gift card. The Shorty Award-winning campaign resulted in #DealDropDance receiving two billion hits within the first week. And campaign content received over 700 million impressions.
Key Takeaways for Marketers
TikTok’s audience reaches more than Gen Z. With products that range from household goods to toys, groceries, electronics, furniture and tires, Walmart’s target audience is, well, everyone. While TikTok is highly popular with teens, it also draws attention from other age groups. When Walmart launched its #DealDropDance campaign in September 2019, it reached a broad range of users from Gen Z to Gen X. Since that time, TikTok has increased in popularity across generations, partly due to its rise in appeal to the entertainment-hungry quarantined world during the COVID-19 pandemic.
Wallaroo Media reports the platform rose in popularity between January and April of 2020 among 25- to 44-year olds. It also fell in popularity among 18- to 24-year olds, from 41 percent in January to 35.3 percent in April. Marketers would be wise to take advantage of the rising popularity among older demographics now.
Using a diversity of influencers increases your audience reach. Walmart partnered with a variety of influencers for its #DealDropDance campaign. The challenge kicked off with former NFL star and actor Terry Crews, who has a following of over 10 million on TikTok. Walmart added singer Montana Tucker, comedian Drea Knows Best, dancer BDash, TikTok star and gamer Kidrl, and vlogging girlfriend and boyfriend duo OurFire. It also partnered with cameronfromwalmart, a young Walmart employee who became famous on TikTok for his dancing in the store. To broaden its reach further, Walmart extended this campaign across additional social media platforms as well.
Simplicity encourages more participation. The dance challenge featured in #DealDropDance required only eight simple moves. This made it easy for just about anyone who wanted to participate to do so. Some TikTok users recorded their challenges from their homes as well.
Employees are influencers too. Among the TikTok users who took on the dance challenge were many Walmart employees. This illustrates how the benefits of influencer marketing can extend to a company’s staff. Involving your employees in your influencer marketing campaigns can often boost morale, increase employee loyalty and create ambassadors for your brand who are genuinely committed to its success. It can also be an effective way for brands to add nano- and micro-influencers to its cadre of partners.
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