Sabco, Australia’s 130-year-old mainstay cleaning product brand and DPR&Co client, decided to clean up the internet and dive into the weird and wacky world of TikTok. The platform’s success hinges on relatability, and what’s more relatable than how Aussies clean their homes?
Sabco was determined to make an immediate impact on TikTok. “We had a strategic imperative to become the category leader on the platform, and we wanted to get there quickly,” said Emily Townsing, Marketing Director at Sabco.
“DPR&Co understands our brand and the relationship we have with Aussie household cleaners. And we know we needed to exercise a different muscle to be successful on TikTok while staying true to who we are.”
From the outset, our team was thrilled by the challenge. Now, with over 16,000 followers, we’re sharing the four key strategies that helped Sabco reach this milestone.
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Be a brand that acts like a human
On TikTok, brands masquerade as humans. So, it’s not just about posting videos. It’s about engaging with the platform just like a human would. That means replying to comments on videos—both yours and others. You’ll also want to define a distinct TikTok voice that’s supportive of your brand tone. For Sabco, we opted for a colloquial and funny tone: South Park meets 2PM gin and tonic.
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Take risks and be a little unhinged
Going out on a whim on TikTok pays off. Since posting more unpredictable content, Sabco’s engagement and following have predictably increased. We’ve been lucky that the team at Sabco have trusted us to experiment. For example, a Maccas employee went viral in the wrong way for drying a mop under the fry warmer. Our response? Stitch a suggestion that they use a Sabco mop that wrings itself dry instead.
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Find a balance of original ideas and trends
Producing content on key products helps drive conversion. However, jumping on trends allows your brand to stay relevant, helping to drive positive brand awareness. You’ll want to find a balance between the two. Whether it’s your profile’s comment section or the latest trend, the first place to look when planning content is TikTok itself.
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Embrace your weakness
TikTok thrives on relatability. We all know cleaning is more of a chore than a fun activity. It’s certainly not sexy. In our social journey for Sabco, we’ve chosen to embrace this weakness. Of course (almost) no-one cleans their house in stilettos, but it’s fun to watch!
‘Our digi team are doing an amazing job connecting Sabco with a multigeneration audience’ says Domenic Brasacchio, Managing Director at DPR&Co. ‘TikTok is proving to be a great way to engage with a new cohort that have previously been an eavesdropper audience. And we’re just getting started.’
Is your brand ready to let loose on TikTok? Our digital team can help you gain a following quickly. Reach out to get started.