A journey of discovery
When TRIBE floated the idea of joining a TikTok Pilot Program to their brand partners, interest was high. Yasmin Parry, Partner & Social Marketing & Advocacy Specialist at Waitrose & Partners, knew it presented a low-risk opportunity to trial the world’s fastest-growing social media platform and signed up straight away.
Waitrose & Partners’ journey into TikTok with TRIBE centred on trial and discovery. They were keen to understand the differences between TikTok and other social media offerings and how to navigate the platform. Of course, engagement was the key metric they wanted to measure, but they were also interested in how the TikTok algorithm would help them reach new audiences.
“TRIBE introduced Waitrose to a heap of talented creators who were knowledgeable, creative and brought their own audience that were aligned to our target demographic. Being able to empower them to scale our idea was invaluable.
I was really surprised at how effective the campaign was for us in terms of reach and engagement. The advice TRIBE gave us to trust the creators and let the algorithm weave its magic really worked.”
Social Marketing & Advocacy Specialist
Exploring a whole new world
An all-powerful, yet mysterious algorithm, working with creators who do more than take photos, the learning curve for Yasmin and the team was steep. She expected to learn a lot with her first campaign, but she didn’t expect to have her campaign live in-market within two weeks, with content engagement levels smashing Yasmin’s expectations.
“TRIBE introduced Waitrose to a heap of talented creators who were knowledgeable, creative and brought their own audience that were aligned to our target demographic. Being able to empower them to scale our idea was invaluable”.
Working with new creators in a new environment wasn’t without its challenges, however, and it made the team consider their options on a few occasions.
“We were looking for food-related content, and we got that, but we also had a few comedians pitch ideas. We weren’t quite ready to experiment with that type of content on our first campaign, but I love that it has made us think about those possibilities for future campaigns.”
“I want to trust them and allow them to put their content out there. They know their audience, they see how their content performs.”
Trusting those in the know
Within two weeks, Waitrose received a great mix of quality and imaginative content that both excited and encouraged them that running campaigns on TikTok was a worthwhile investment. Ideas ranged from rapid-fire cooking classes to inspirational picnics in the park plus tips and tricks to get the most out of Waitrose’s product range.
They settled on 11 pieces of content, publishing them across 12 days via the creator’s accounts. Yasmin was ecstatic with the results,
“I was really surprised at how effective the campaign was for us in terms of reach and engagement. The advice TRIBE gave us to trust the creators and let the algorithm weave its magic really worked.”
TRIBE’s Creators helping to guide Waitrose on their journey into TikTok. Not to mention they nailed their target market, with 80% of total engagements within the UK.
At the time of writing, the total cost per engagement (likes/comments/shares) was an impressive $0.21, with over 1200 hours of playtime. Read on to find out why this is not the end of the story for this campaign.
Check out some of the amazing creator content
Want to discover how TRIBE can help you nail your TikTok strategy? Request a demo with one of our experts. Or if you’re ready to jump into the world of TikTok influencer marketing on TRIBE, create a campaign today or reach out to your Customer Success Manager to get started.