TIKTOK: CHANNEL BUILD & HOLIDAY CAMPAIGN
​SOCIAL CONTENT

We were tapped to help MARTHA STEWART jump start her TIKTOK channel with a breakthrough holiday campaign.
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This involved developing custom content that also drove sales to her line of home goods and products. Working closely with Marquee Brands, we shot over 21 videos – from solving a Pomegranate Problem to teaching The Sweet Smell of Pomander Balls to crafting Cappuccino Eggs.
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We played up the lifestyle icon’s personality with humor as she went through each easy-to-follow tutorial, all recorded from her home.

Phase 01 | CAMPAIGN STRATEGY

We asked ourselves, “How does Martha’s brand relate to TikTok?” And then we answered by counting the ways…

1 : TRUST

Martha is one of the most trusted personalities there is. On TIKTOK, the trust between a creator and their community is vital. They need to know that the creator shares their tastes and values, and this is exactly how Martha’s fans have always looked to her for reliable, relatable content.
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2 : MAKING THINGS

Martha’s brand is about empowering people to elevate their skills and have a better command of their world, which is TIKTOK’s vibe. The creator/hustle culture lines up nicely with Martha’s mantra of making better things for yourself and using your creativity to make things people will love.
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3 : INFLUENCE

It’s been said that Martha Stewart is the original influencer, and that may be true. Influencers/creators are the lifeblood of TIKTOK, so it makes perfect sense for Martha to take an OG position on the platform.
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4 : AT HOME

Martha has said that the one thing that keeps her brand pure is consistently bringing it all back to the home. By owning that space, she is able to branch out without compromising who she is. Most TIKTOK content takes place in the home, so it’s a perfect match.
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Phase 02 | MARTHA LANDSCAPE

While researching strategy, we also identified four key types of content that involve the lifestyle guru, and the connections between them all.

MARTHA (herself)

Featuring Martha Stewart
​and all shot in bulk.

CREATORS

Paid & Organic content creators
who execute content according to Martha's marketing beats/strategy.
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USER GENERATED CONTENT

Sourced from users on social
who are fans and have created
​Martha-specific content.

MARTHA (brand)

Product-specific content
created for social, with a hyper focus on individual product SKUS.

Phase 03 | CREATIVE CONTENT

Staying true to the native platform aspects of TIKTOK best practices, we focused on MARTHA and the moments within each video to help make sure the launch of her account made a splash, while giving fans tips on how to have the best holiday season possible. The below 3 videos are a good representation.

Phase 04 | RESULTS

In the first month of the partnership, we almost doubled the account’s followers, saw our videos regularly racking up over 1 million views within 24 hours of posting, and our content created off-platform buzz & earned media with press coverage in People, NBC News and Insider (just to name a few).

And MARTHA'S connection to her fans on TIKTOK is undeniable...