The Brief:

WD-40 partnered with SNS to develop and execute an influencer led TikTok campaign to drive brand awareness, increase engagement and grow their TikTkok following.

And during this time, WD-40 wanted us to help shift its positioning as a household product. WD-40 has over 2000 approved uses, and they tasked us to help drive awareness and consideration of these uses to new audiences in a manner that also felt organic and natural but showcased some of the approved uses.

To do this, we created a two-phase campaign using the hashtag WD-40 Hacks. In phase one we identified a number of genres of creators on TikTok which included parents, DIYers and tradesmen, where we challenged each of them to create content across TikTok of themselves showcasing between 3-5 WD-40 hacks.

This allowed us to measure and react to which type of content and genres of creator worked best. From there, we fine-tuned the approach for phase two, where we focused heavily on the tradesmen such as carpenters, pool cleaners and plasterers, who each created content showcasing how they use the products in their natural day to day environments.

The Results:

Over the two phases, we worked with 13 influencers, who produced 16 pieces of content in total. These influencers also had a combined following of over 2.3 Million on TikTok.

The content created had a staggering 645,000+ views, in excess of 50,000+ engagements, and during the 6-week campaign, WD-40 saw an 11% growth in their TikTok following – and was well received amongst audiences who really engaged with the content.

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