🔊 "Godzilla vs. Kong" takes a bite out of TikTok (4 billion views and counting)

“Godzilla vs. Kong,” the new Warner Bros release, has topped 4 billion views on TikTok with its dedicated “ROAR Challenge.” What are the strategies that produce big results like this? What do marketers need to know about what works in the growing TikTok community? What role do influencer marketing platforms play in orchestrating successful social campaigns?

For TikTok, it starts with a concept that fits the network’s culture. Every social platform has a unique flavor. Creative agency Movers+Shakers has become a TikTok specialist, topping 100 billion views on the platform across all of its campaigns.

Agency CEO and co-founder Evan Horowitz appears to have cracked the code, but he is also looking at other emerging social destinations like Clubhouse and Triller. His priority is being at the cutting edge of culture and infusing it with brand love.

Movers+Shakers had helped create TikTok campaigns for past Warner Bros films, including last summer’s “Scoob!” and “Tenet.” To Horowitz, “Godzilla vs. Kong,” which opened to wide release March 31 in theaters and on HBO Max, seemed tailor-made for a concept native to TikTok – the challenge.

“The most important thing is the challenge, the concept itself,” Horowitz said. “Warner Bros knew going into it that it was the ‘versus’ aspect that fans could get excited about. Are you ‘Team Godzilla’ or ‘Team Kong?’”

The moviemakers provided the roaring soundtrack of the two famous titans at war. It was then up to creators on TikTok to film themselves in situations where they could lip synch these primal screams.

The key to the “ROAR Challenge” was to keep the concept open, to pull in more than just movie buffs who were familiar with Godzilla and King Kong’s previous on-screen battle, back in the 1960s.

“It’s all about meeting people where they are, and on social,” said Horowitz. “And the share of social is rapidly shifting to TikTok. Gen Z and Millennials are spending time massively on TikTok.”

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Reputation, the reputation experience management platform, enhanced its social listening capabilities this week with the acquisition of social experience management platform Nuvi.

Reputation aggregates and analyses solicited and unsolicited customer feedback, at scale, to support optimization of the customer experience. The goal is to close the gap between customer expectations and brand response.

Nuvi (named for “new visualizations”) offers a combination of social listening and AI-based data visualization aimed at optimizing customer experience on social platforms in real time.

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DeepIntent, the marketing platform which helps healthcare campaigns reach providers and patients, this week launched DeepIntent Outcomes to help healthcare marketers optimize live campaigns.

The solution aims to overcome the challenge of delayed reporting by providing daily refreshed pharmacy claims data, allowing marketers to understand script performance and thus optimize marketing mix “in flight.” The result is the possibility of integrating campaigns directed at physicians and patients.

In trials, one leading pharma company saw script lift rise between 10 and 35% for their integrated patient and physician campaigns. Outcomes is part of DeepIntent’s Health DSP.

Why we care. Raising awareness of treatment options among both patients and physicians not only has a chance of improving performance for pharma marketers, but has a chance of improving the health of patients too.

Join us next week at SMX Create to learn how to craft content, copy, and creatives that drive more traffic, leads, and conversions.

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Why we care. One of the emerging trends out of the pandemic is the rise in texting among Millennials and Gen Zers, specifically to contact a brand. Messaging apps like WhatsApp have kept texting as a primary habit among friends, and this behavior has migrated to customer service.

One advantage texting has is that a customer doesn’t have to wait on the phone line for a response. And just like real-world discussions, conversations between customer and brand allow the company to know more about their consumers. So, in the digital age, boosting messaging channels provides the company with stores of meaningful, precious data, which allows marketers to bring even more value to customer engagement and overall experience.

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