Keith Bendes

10:30 a.m.–11:00 a.m. Pacific — Wednesday, June 14, 2023

"Teach Me How to Gummy": How Bayer Created an Influencer Movement on TikTok

The award-winning “Teach Me How to Gummy” TikTok influencer campaign featured influencers aged 50+ dancing to a custom remixed track as a spoof on the well-known and popular song “Teach Me How to Dougie.” Alfonso Ribiero, a world-class actor, dancer, and TikTok aficionado, led the charge with his video alone, amassing 30.6 million views, making this challenge go viral on TikTok. Hear from Denise Vitola and Keith Bendes how this campaign came to life, the insights that informed the strategy, and the high-impact results.

Takeaways include:

• Always start with a core insight. Creative that connects to an insight typically delivers strong results.
• Be true to the social platform you are creating content for. Every platform has nuances; the more the content is built for that audience, the better. 
• Combine mega and micro-influencers to spark a movement. Mega influencers spark the fire, and micro-influencers fan the flames.
• Music can be your best friend. The more ownable the track, the more value it will have for the brand. Social music is the new sonic branding.