How P&G made the best of TikTok
It’s no secret that by early of 2020 an unexpected wave of COVID-19 has taken its toll on the world out of the sudden, forcing social distancing, many countries went into lockdown and by March 2020 everyone is staying home. Out of this situation, now people got more free time at home, frankly struggling to do that, more consumption of different social media platforms; on the other hand, many businesses were hit badly and many people were laid off their jobs. It was a golden opportunity for social media marketing; we have people staying home with mobile and social media in their hands! This left a question for brands, how to utilize the current situation? Here P&G "Procter & Gamble" stepped in, with its brilliant TikTok campaign #DistanceDance. P&G teamed up with the most followed TikTok influencer Charli D’Amelio (She had 59M followers back then, currently followed by 100 M followers). On March 2020, Charli made a dance video challen