How P&G made the best of TikTok

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    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 challenge with the caption: “Stay home & do the #distancedance . Tag me & the hashtag in your video. P&G will donate to Feeding America & Matthew 25 for the first 3M videos #PGPartner” 


Distance dance TikTok video of Charlie D'amelio

Source: P&G site: stepping up with distance dance

And BAM and it went viral, within one week the video had 8 billion views and 1.7 million imitations from everyone! Children, families, major sports leagues and influencers triggering many donations.

This campaign was one of the most successful social media campaigns and has it all, the first part that it was coherent with P&G purposeful message “stepping up as a force for good”.

 P&G has come up with a fun and creative way to engage the audience to keep them safe and stay home, in the same way, contribute to society and encourage people to make donations, all of this it chose the platform “TikTok” which is the 6th biggest social platform and most common between generation Z “teens to late twenties”. 

In addition, it has used content that is in harmony with the channel; TikTok’s most shared content is dance challenges between teens and sometimes they teach it to their parents! This is one of the key contributors for a post to be shared on media, last was using influencer marketing when teaming up with Charli D' Amelio.

The hashtag has nowadays 17B views and Charli Amelio's video is the most-watched 15 year old’s video.


Sources:

Netimperative: P&G teams up with Tik Tok star for #DistanceDance campaign

Hootsuite: 7 of the Best Social Media Campaigns

Adweek: TikTok Star Charli D’Amelio and P&G Create Dance Challenge for Social Distancing

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