'Who Would You Shibumi With?' Social Campaign
This campaign was created by a team, I was specifically responsible for the TikTok campaign and collaboration.
"Who Would You Shibumi With?" is based on the insight that people go to the beach with others—that’s the universal truth. When you think about your beach trips growing up, or even now, more often than not you also think of the people who went with you-Whether it’s family, friends, your pets, or all of the above.
This started as ‘Who Do You Shibumi With?’ but we realized to tap into consumers who don't have a Shibumi, we shifted the tagline to ‘Who WOULD you Shibumi with?” this helped open up the doors of where this campaign could go.
We are focusing on this as a social media campaign. This is because
There are Endless Possibilities: the possibilities never end on social media. Not only does it make it scalable to any beach, but people can participate from anywhere. But we want users to use their imagination. Who would they shibumi within their wildest dreams?
Stickiness: this type of content tends to go viral, people want to participate in trends. The outrageousness of it including pop culture figures that you will see further in the presentation makes it that much more unique because it will catch people’s eye, and make them do a double-take when they see their favorite celebs under a shibumi in the ad. They’ll stop and think: “Yeah, as if… but who would I shibumi with?”
Building community: makes people feel like they are a part of something. It can be launched and localized wherever they go.
we put together social posts with some emotional elements and a dash of nostalgia. We created these for examples of possible posts that could be shared by the Shibumi social media pages, these could definitely be used across different platforms, in order to grab viewers' attention. The usage of Forrest Gump and the Friends cast would not only be relatable but would draw a wide range of audiences in!
This is also another social media post that has implemented a popular meme of Bernie Sanders. This is more comedic but still plays off of trends, emotion, and even nostalgia at this point.
These last few posts were to show how Shibumi could create a competition for the Facebook user in order to gain traction through shares. The user would share the post and add whom they would Shibumi with. This would add to the 'stickiness' aspect we were shooting for with the tag "#WhoWouldYouShibumiWith?" through the shares and reposts from avid Facebook users. The Shibumi team would go through the tag after the duration allotted for this competition and would pick their top 1-3 favorite posts to gift a Shibumi to.
Doing this through Facebook would appeal to your target audiences who generally use this platform while also giving you the ability to gain brand awareness through the shared content.
Rationale:
The rationale behind this idea was that we need to make a TikTok presence that could connect users to Shibumi so that they feel involved in the brand, which in turn can create a lifestyle around the brand
By using #WhoWouldYouShibumiWith, users can see that they would want to purchase the Shibumi to live out their desires of who/what they would want to spend time at the beach with
This campaign can also attract users from all over America, and even the world, bringing people together from coast to coast
This also allows people who already own a Shimubi to participate, along with those who do not yet own one
This also allows room for it to become viral as more and more users stitch the first video and as more popular creators stitch it as well
Campaign:
The TikTok user can then stitch the beginning of that video after alisonteal poses the question and then the user answers the questions
​
The video responses could be funny, simple, unique, crazy, etc. For instance two snowmen, a cardboard cutout of a celebrity, their friends, etc.​​
​A famous TikToker: alisonteal, will say "Question of the day is Who Do You Shibumi With? I'll go first." and the show who they would Shibumi with (her friends)
​
Alisonteal makes TikToks about the beach, with a lot of them being in Hawaii, she has 1.5 million followers.
​
We would tell her that Shibumi is a sustainable high-end brand that wants to connect with users from everywhere. We would ask her to be a part of this campaign in order to connect the Shibumi shade with sustainability since she is sustainable and to connect with her users, building her own following in the long run.
​
She would be the one starting the TikTok campaign, being the first to ask the question that people will then answer with their stitched videos, she would ask her followers to stitch the video in to get the trend started.​
Sand Cloud Towels uses sustainable materials to create sand free beach towels. They also donate a portion of their profits to saving marine life and use the hashtag #savethefishies. The company was started by 3 friends who loved and were inspired by the ocean, and they were featured on Shark Tank.
