Jun 13, 2022
In General Discussions
What trends we Coinbase User List do want to align with as a brand and what we don’t, and things that we’re unsure about,” Hershberger said. “When things surface, which they do so quickly, Sightly has through the Brand Mentality tool the ability to act on our behalf really quickly. We can super quickly get up and live with a Coinbase User List media campaign.” As a recent example of that process in action, Harshbarger said videos of how to make “nature’s cereal” started to trend on Tik Tok, hinting at a potential opportunity to promote the coconut water brand. The recipes depicted on the app typically Coinbase User List included berries, pomegranate seeds, ice cubes and coconut water as the key ingredients. “The nature’s cereal recipe literally took the internet by storm, and withing 36 hours of the trend starting, we got a video ad up and running,” Harshbarger said. “We didn’t overthink the content. We Coinbase User List used something we had shot earlier that morning for Instagram, and we promoted it on TikTok to expose those interested in the recipe trend to Vita Coco.” Coconut water was the “hero ingredient” in the cereal recipe, while an ice cube that was the unexplained “underdog ingredient. Got people talking about the video. With its Coinbase User List video ad, Vita Coco inserted its brand into those conversations in order to converse with social media users who may be interested in purchasing the beverage. We introduced Tik Tokers to Coinbase User List our brand, but instead of in a brand language, it was in theirs,” Harshbarger said. “Everybody was obsessing over this nature’s cereal trend. That was a key moment to introduce these new, perhaps unexposed Vita Coco audiences to Vita Coco because it was just a culturally relevant moment through their lens.” Vita Coco doubled its following on TikTok following the campaign, which also linked to Amazon to drive purchases of the product. Harshbarger declined to say how much the campaign cost, saying TikTok provides a “very efficient” buy.