TikTok influencers to dance to its "Scoob!" song, Movers+Shakers also used TikTok's branded hashtag challenge product to help promote the campaign on the app.
"It's really up to the creative concepts whether TikTokkers love it and jump on the bandwagon or they think it's lame and they just ignore it," he added. "And that's where you see the huge difference in outcomes between some of the branded challenges and others." "This campaign actually worked really well before and after quarantine happened, so there wasn't any modification needed," Horowitz said. "It happens to be perfect. It's something you can do from home.
"We're looking more at what's the broad tone of the conversation, knowing that there's always going to be people who are very positive and people who are negative," Horowitz said. "I think that comes with the territory, and as an agency and our clients, we're not afraid of that. We're used to it."
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