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Under my initiative the Bounty leadership team agreed to establish a presence on TikTok. I undertook a competitive analysis, developed personas and defined a mission statement, brand proposition and content strategy.
Content is themed around parenting tips and hacks and is a mix of UGC and in-house videos which I scripted, storyboarded, directed and edited.
A TikTok presence positions the Bounty brand to a younger audience: tomorrow's parents, whilst being authentic to Bounty's core brand.
This is a long-term investment, and we are not looking at an overnight success. We don’t try to be trending, we are not a dance or a makeup artist. We stay true to who we are and what we do.
We are not boring, and we don’t preach people. We do deliver important parenting content in a fun and entertaining way. We are not silly. Cats doing funny things are great, but it’s not for us.
TikTok is now reaching 1 billion active users. We want to reach young and future mum and position Bounty as a fun and accessible, but yet expert brand in pregnancy and parenting.
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