![]() 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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