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Case Study: Youth To The People | #ThatYTTPFeeling
1. Case Study: Youth To The People | #ThatYTTPFeeling
Introduction
The challenge presented to Song Candy Media was to boost awareness and demand for Youth to the People's Superfood Cleanser at Sephora. This was achieved by leveraging media analytics to understand consumer sentiment and conversations within the "Skin Talk" community on TikTok, allowing for a guided and focused campaign strategy.
Consumer Insights
Song Candy Media analyzed the conversations and sentiments native to the "Skin Talk" community on TikTok. This analysis revealed the power of meme-like humor in capturing audience attention and driving engagement.
Campaign Strategy
To create the #ThatYTTPFeeling campaign, Song Candy Media leaned into relatable meme-like humor. The campaign encouraged co-creation with creators, who were asked to develop content around everyday, relatable skincare moments that feature the viral Superfood Cleanser.
Content Creation
Relatable Scenarios: A core part of the campaign involved creating situations familiar to many skincare enthusiasts. For example, scenarios depicted little sisters using face cleanser as hand soap, and siblings arguing over shared skincare products.
Entertaining Hooks: The use of strong, entertaining hooks in content was integral in capturing attention and inspiring the community to engage and participate in the conversation.
Custom Sound: Song Candy crafted a custom sound inspired by popular TikTok memes, adding humor and ensuring further engagement.
Music Integration
Integration of music was a key element of the campaign. The custom sound developed by Song Candy ensured increased humor and engagement which also resulted in boosted brand recall, leading to a lasting impact.
Results
Through the use of humor, engagement, and a catchy beat, the #ThatYTTPFeeling campaign successfully sparked conversations. It propelled the Superfood Cleanser to Top Shelf status at Sephora, showcasing the effectiveness of the strategic approach taken.
2. Keywords
- Youth to the People
- Superfood Cleanser
- Sephora
- TikTok
- Skin Talk community
- Meme-like humor
- Co-creation
- Custom sound
- Brand recall
- Top Shelf status
3. FAQ
Q: What was the main objective of the Youth to the People campaign? A: The main objective was to boost awareness and demand for the Superfood Cleanser at Sephora.
Q: How did Song Candy Media analyze consumer sentiment? A: They analyzed consumer sentiment and conversations happening within the "Skin Talk" community on TikTok.
Q: What strategy did Song Candy Media use for the campaign? A: The strategy involved leaning into meme-like humor, encouraging co-creation with content creators, and integrating a custom sound inspired by TikTok memes to boost engagement.
Q: What was the result of the campaign? A: The campaign sparked conversations and promoted the Superfood Cleanser to Top Shelf status at Sephora.
Q: How important was music integration in the campaign? A: Music integration was crucial as it boosted humor, engagement, and brand recall, ensuring a lasting impact.