I worked with Babylist to create a foundational TikTok video strategy. In 4 months, my consulting partner and I helped take the account from 100 followers to 150,000 followers and 3.5 million likes.
What We Did
Tested video strategies including curation, giveaways, original content, and partnerships via TikTok
Defined how the brand voice extends to TikTok and created content pillars
Went on a fact finding mission, learning more about the audience and platform
Measured and experimented
Created a job description and facilitated hiring a fulltime TikTok editor
What Success Looked Like
TikTok went to 117k followers and 3M video likes during 2H of 2021
Created new channel to connect with consumers
Increased brand awareness with target consumer audience
Identified emotional touch points Helped hire full time TikTok expert to lead future growth and innovation
This video strategy set Babylist up for sustained success on TikTok, which has been covered in Digiday: ‘Our plan is to spend a lot more’: Inside online baby registry Babylist’s TikTok strategy
2021
