P&G’s TikTok Influencer Partnership Amplifies Awareness

Kimberly Surico |
 04/21/20 |
4 min read

Distance Dance craze on TikTok

Monitoring social analytics for trends may sound boring, but P&G is proving how exciting – and lucrative – it can be. Partnering with a TikTok influencer, they offer a super timely example of trend analytics in action – and during a time when brands are searching for an edge in a depressed market. But just how does P&G’s TikTok influencer partnership amplify awareness?  Let’s find out!

Trend Analytics Primer

The success of any company depends on a myriad of factors, but perhaps none quite as pertinent these days as marketing. Some brands appear to do this effortlessly, seemingly predicting what the next trend or fad will be. It’s not magic or voodoo – it’s quite simply the science of Trend Analytics. And smart brands are eager to reap the benefits of this capability. But exactly how does it work and how can it help your company’s bottom line?

Identifying primary narratives and emerging trends among consumers is step one.  A search of “TikTok” in the Quid product results in this initial overview of conversations:


We can clearly see that conversations about marketing, trending videos, and challenges dominate much of the network map. Brands are then able to delve deeper by grouping similar clusters and determining major trends and niche conversations.


We can now observe that conversation about “Tik Tok” revolves around six main themes- Influencers, Trending Videos/Challenges, Marketing Opportunities, Government Concerns, Parental/Safety Issues, and COVID-19. We can analyze this information even further by creating a timeline of these topics, which enables us to identify which trends are growing or decreasing.


It’s important to note that trends can change rapidly, so consistent monitoring of conversations is key. And recognizing changes in trends is important, especially if brands want to stay ahead of competitors. But market intelligence is only part of the story. Capturing consumer sentiment is equally essential. In the NetBase product companies capture real-time data on consumer mentions and are alerted to shifts in brand passion.


Top emotions and terms around a brand or keyword, such as “TikTok” offer a snapshot summary of consumer sentiment.


Brands can also spot potential influencers and sentiment drivers.


Analyzing these trends and sentiments, brands can create PR and marketing strategies aligned with the needs and concerns of their targeted audience.

And P&G shows exactly how this looks in action!

P&G Partners with TikTok Influencer

It all began with a simple request to Proctor and Gamble from Ohio Governor Mike DeWine – help find a way to encourage young adults to stay at home during the COVID-19 crisis.  Creating a marketing plan aimed towards a specific audience, such as Gen Z, requires understanding the interests and trends of the targeted population. We can easily see that “TikTok” appeals largely to young adults ages 18-34.


So how does a brand, like P&G, connect with younger consumers?  By networking with potential influencers and taking advantage of sentiment driver intel.

While there are thousands of influencers on TikTok,  Charli D’Amelio is perhaps one of the most followed, with 48.9 million followers and over 1,000 videos.  Using social media listening tools, such as NetBase, we can see the sentiment word cloud surrounding the virtual star:


According to Adweek, “to connect with a Gen Z audience for a campaign encouraging social distancing, as well as raising money for those impacted by the ongoing COVID-19 pandemic, CPG conglomerate Procter & Gamble reached out to the unofficial Queen of TikTok, 15-year-old Charli D’Amelio, to choreograph a dance that would be the focal point of the initiative, dubbed #DistanceDance.”


With over 187.3 million views since it debuted on April 7th, the video is now D’Amelio’s most viewed creation – and for good reason. Insider reported, “By participating in the #distancedance challenge, D’Amelio’s followers can generate sponsored donations to Feeding America and Matthew 25: Ministries. Both organizations are currently working to serve at-risk populations that have been hit hard by the proliferation of COVID-19.”

The viral challenge has proven to be a win-win for both Procter & Gamble and the war on flattening the curve, with a net sentiment of 73% in the past month:


Making the Most of Emerging Trends

Social media platforms are proving to be a great way to market, especially during this time of social isolation and stay-at-home orders. Capturing a target audience’s interests, age, demographics, etc. and partnering with sites like TikTok offers brands a great way to entice a huge following and generate exceptional brand awareness.


And in NetBase, companies can track conversations online to see if a collaboration is resonating or not with consumers – and can even check how well a hashtag is doing.



The Takeaway

Brands need to constantly be looking for ways to connect and engage with consumers.  As the world continues to deal with COVID-19, more people are turning to online platforms, not only for entertainment but for purchasing decisions. Whereas spotting emerging trends used to be a great way to surge forward in a pinch, they’re now an essential part of every brand’s daily online diet. Finding new ways to connect with consumers depends on understanding and engaging with them authentically, after all. And trends guide the way. Reach out for a demo and we’ll show you how it’s done.


Premier social media analytics platform

Expand your social platform with LexisNexis news media

Power of social analytics for your entire team

Media analytics and market intelligence platform

Enrich your media analytics with social data

Social media benchmarking
and competitive intelligence

Data streams & custom KPIs for advanced data science

AI, Image Analytics, Reporting Tools & more

Out-of-the-box integration with other data sources