Brands would create traditional campaigns and allocate maximum budgets to ensure their message was seen as much as possible, wearing down customers with sheer exposure. However, today we are witnessing success stories that seem almost accidental, where a video captures an ultra-authentic moment and a product is associated with it almost unintentionally.

TIKTOKIZATION OF CAMPAIGNS

Take the example of Nathan Apodaca. When his car broke down, he grabbed his skateboard and a bottle of Ocean Spray cranberry juice. He filmed himself cruising down a hill while singing "Dreams" by Fleetwood Mac. The video, posted on TikTok, quickly went viral, amassing millions of views. This authentic moment was seized by TikTok and Ocean Spray, amplifying the viral effect.

Ocean Spray not only signed the TikTok ad but also strengthened the impact of this story by gifting Nathan a new truck. This generous gesture extended the viral life cycle and boosted brand visibility.

Francis Bourgeois, a passionate trainspotter, is another example. His authentic videos caught the attention of brands like Gucci and North Face, with whom he collaborated on advertising campaigns. These collaborations show how an authentic passion can captivate an audience and attract major brands' interest.

CREATIVITY OUTPACES INVESTMENTS

TikTok and Ocean Spray were able to capture these organic moments and turn them into successful campaigns. TikTok quickly turned Nathan’s video into an advertisement aired during major TV events. This responsiveness was made possible by modern advertising technologies, enabling rapid and efficient campaign launches.

By capturing and amplifying authentic moments, these brands not only created significant engagement but also demonstrated that authenticity and creativity are the key drivers of marketing success today.

THE LESSON?

It teaches us one thing: creativity surpasses mere investment. For a campaign to be deeply authentic, the brand must understand what it represents in the subconscious of its most loyal customers, then capture those subtle values and illustrate them artistically.

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