Ocean Spray[in'] brand strategy with TikTok
Despite a… maybe ban?… on TikTok, U.S. marketers and social media strategists realize the insane reach of the social media platform.
According to Business of Apps:
TikTok has been downloaded over 1.5 billion in total– making it the seventh-most downloaded app of the 2010s
TikTok was downloaded 738 million times in 2019 alone
Android TikTok users spent 68 billion hours using the app in 2019
One of the most alluring aspects of the platform is its authenticity.
According to an interview of TikTok head of U.S. business marketing Sofia Hernandez, “Being real is the new cultural currency, as today’s influence comes from the authentic ideas and imagination of everyday people. Trends on TikTok create moments and movements that extend off the platform and become part of our daily lives, and this type of engagement and relevance are what brands continue to strive for.”
When DoggFace208 sips Ocean Spray cran-rasberry juice
The man, the myth the legend.
In October 2020, TikTok user DoggFace208 (his actual name is Nathan Apodaca), all but broke the internet after one of his videos went viral:
When Apodaca, and his 100% beautiful and authentic self was longboarding while drinkin’ (cranberry juice), smokin’, and straight west coastin’ (actually he lives in Idaho,) to the sounds of Fleetwood Mac’s ‘Dreams’, he made the entire internet lose their collective shit over his chill ass vibes.
The video has been watched more than 72 million times on his TikTok account and another 11 million times on his Instagram account.
The video became so popular that celebrities responded with their own versions of the video.
Like Shakira.
And, the king and queen of Fleetwood Mac, Mick Fleetwood and Stevie Nicks, each independently created their own versions.
Ocean Spray riding the wave
Because Apodaca was sippin’ the Ocean Spray brand in his viral video, the opportunity to tap into the TikTok audience strategically -- in a partnership with the ultimate spokesperson of authenticity -- practically fell into their lap.
According to TikTok’s Sofia Hernandez, TikTok users crave authenticity which, “Opens up a new opportunity for brands to take a more meaningful approach to marketing by truly connecting with our community.”
Her sentiments are backed by a recent study conducted by Neilsen (sponsored by TikTok), which reveals:
61% of TikTok users feel that advertising on the platform is unique compared with other top social and video platforms.
Users associated advertising on TikTok with being more authentic, fun, genuine, honest, real, and trustworthy compared with other channels.
43% of heavy TikTok users feel that ads on the platform blend in with organic content.
Knowing the potential for exposure, Ocean Spray and local car dealership, Ron Sayer Nissan, gifted DoggFace a brand new vehicle, and captured the moment on their own social channels (and generated more than 780,000 views).
The impact of the partnership
Piggybacking off of Apodaca’s vibes was a good call for Ocean Spray, whose previous marketing campaigns have been primarily featured local farmers wading through cranberry bogs.
To start, searches for ‘Ocean Spray Cranberry’ surged in October, the same month the video appeared, and the partnership was sealed.
(Image via Google Trends)
Tom Hayes, the *brand new* CEO of Ocean Spray, said as of October 15, 2020, the company had earned 15 billion media impressions as a result of the video.
While the company hasn’t released data on what that means specifically for their revenue, Hayes also mentioned that “retailers say there is an additional draw off the shelf, particularly with cran-raspberry,” which is the particular type of juice drank by Apodaca in the original video.
What’s next for DoggFace208 and Ocean Spray?
Time will tell if the two entities will continue to work together, but it seems DoggFace208’s vibe can’t be contained. He doesn’t appear to be a one-hit-wonder, like other viral video stars of our recent past.
That’s because his authenticity is sought after.
He’s already collaborated with major influencers and brands like Snoop Dogg and FashionNova.
Want to learn how to make your content more authentic? I’d love to have a conversation with you.
