In March 2020, when we were worrying about the rotting fruit left on our office desks, acne care brand Peace Out had fresher concerns—TikTok and Gen Z.
- “With a bigger focus around the acne consumer, Gen Z is a huge focus for us,” Peace Out’s VP of Brand and Consumer Marketing Erin Murray told Marketing Brew.
- The company started regularly posting on the platform in early 2020, focusing on recruiting nano-influencers and community growth.
- Soon enough, the brand “exploded on the TikTok channel with a Gen Z consumer in a crazy way,” Murray said.
Cut to March 2021: TikTok now takes up about 60%-70% of Peace Out’s marketing efforts. So you could say Murray knows a little more than the average marketer about why Gen Z loves TikTok—and what to do with that information.
TikTok ’round the clock
So how did Peace Out optimize its TikTok strategy…to the point where it became the brand’s dominant platform?
- Murray said her team really got the hang of the popular app when it changed its influencer strategy to a TikTok-first approach.
- For its latest campaign, Peace Out is spending more than a third of the budget to work with a wide range of influencers and nano-influencers on TikTok, from dermatologists to models dealing with acne, to general “skinfluencers.”
+1: Murray said Peace Out’s had to figure out how to leverage branded content across both TikTok and Instagram. It’s seen success from reposting TikTok UGC on its Instagram account.
It’s working: According…