The Existing Landscape
Tailored Content
Knowing that a substantial grilling community already existed on TikTok, we began by researching what they were searching for on the platform. With a better understanding of the type of videos our target community was enjoying, we tailored our content to align with what we knew was already working.
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Our Approach
Establish Substantial Following
Take Advantage of Summer as Prime Grilling Season
Ensure Our Videos are Being Seen outside of Our Following
In addition to running seasonal campaigns and maintaining a strong organic presence on the Weber Sauces & Seasonings’ account by uploading consistently, we strategically boost each post in an evergreen awareness campaign to ensure every piece of content is reaching a notable amount of users.
A Closer Look
Using an Influencer Partnership to Reach Viral Status and Generate Engagement
Recognizing the effectiveness of influencer partnerships in expanding reach, we collaborated with influencer David Olsen for one of the first posts on the Weber TikTok account. Accomplishing our goal of making Weber’s presence on the platform known, the post currently sits at 629.8K video views and earned an engagement rate of 9.83%, 1.8 times higher than TikTok’s average.
Delivering Seasonal Dark Ads to a Broad Audience to Spike Brand Awareness During Prime Grilling Season
We curated Fourth of July & Memorial Day campaigns that included recipe content that aligned heavily with trends surrounding these summer holidays. Targeting a broad audience with interest in both cooking/grilling and holidays/hosting, our top performing ad earned a CPM 71% below TikTok’s average
Strategically Boosting All Content Toward an Audience Interested in Cooking, Recipes, & Grilling
By taking a both educational and entertaining piece of content and putting spend behind it to reach additional users interested in cooking/grilling, this video earned 1.6M views. Beyond increasing video views, this boosted post also contributed to channel growth by earning 2.8K profile visits, 10% of which resulted in a follow.
