The Objective
Raising awareness with TikTok
Spectrum Brands is a global supplier of top brands in home improvement, garden, personal care, and pet spaces. Its pet care brands include Good ’N’ Fun®, SmartBones®, DreamBone®, Nature’s Miracle®, FURminator®, and Tetra®.
For the holiday season, Spectrum Brands wanted to promote four of its pet brands across TikTok and Instagram, with content creators at the helm. This influencer-generated content (IGC) would then be repurposed through a paid media strategy, with a particular focus on TikTok. Spectrum Brands also wanted to collect influencer product reviews to help prospective customers while researching the brand’s pet care products.
The Solution
Connecting with pet owners
This pet care campaign targeted U.S.-based pet owners of all ages. As such, the creator partners had to fit this influencer persona and have an established pet-centric presence on social media.
Brand awareness was an important driver of this campaign, but there were also formal key performance indicators (KPIs) that Spectrum Brands wanted to analyze. These KPIs included impressions, especially for the paid media component, and engagement rates.
3 Tiers of Creators
Later and Spectrum Brands activated influencers within three tiers of influence, defined as such:
- Tier One: 40K+ followers (Macro-influencers)
- Tier Two: 10K-40K followers (Micro-influencers)
- Tier Three: 3-10K followers (Nano-influencers)
Spectrum Brands and Later offered flat-rate cash incentives aligning with each tier’s follower range plus free products for content use. They also offered additional compensation to creators who provided reviews and to those who submitted quotes and concepts for their work on TikTok.
Because this campaign took place during the holiday season, creator partners needed to adhere to stricter timelines and the communication between creators and brand stakeholders needed to be extra clear.
In the end, there was a host of beautifully curated content generated across Instagram and TikTok from creators.
4 brands, 10 campaigns
Spectrum Brands’ holiday campaign featured content on both Instagram and TikTok while focusing on four of its pet care brands: Good ‘N’ Fun, DreamBone, SmartBones, and FURminator.
Later’s Services team coordinated a total of 10 campaigns featuring these brands while providing strategic support, handling all paid media activations, and crafting comprehensive reporting on all campaign results. Meanwhile, Spectrum Brands handled all product shipping logistics and managed communication with creators.
The Results
A barkin’ good holiday
387
Total Pieces of Content
407.5K
Total Impressions
52K
Total Engagements
12.8%
Average Engagement Rate
Spectrum Brands’ holiday influencer marketing campaign for its pet products resulted in original IGC and ratings and reviews for the four brands, all conducted on TikTok and Instagram. SmartBones also received a special paid media activation through TikTok Spark Ads.
The combined campaigns resulted in 387 pieces of influencer-generated content (IGC), driving 407.5K total impressions, 52K total engagements, and an average engagement rate of 12.8%.
Brand-specific performance
DreamBone “Deck The Paws” Campaigns
- 37 creators
- 154 pieces of content
- 156.7K total impressions
- 14.8K total engagements
- 9.5% average engagement rate
SmartBones “Tis The Season” Campaign
- 8 creators
- 18 pieces of content
- 64K total impressions
- 6.4K total engagements
- 10.1% average engagement rate
Good ‘N’ Fun “Santa’s List” Campaigns
- 49 creators
- 132 pieces of content
- 129.3K total impressions
- 22.4K total engagements
- 17.3% average engagement rate
FURminator “Holiday Shedding” Campaign
- 20 creators
- 83 pieces of content
- 57.5K total impressions
- 8.4K total engagements
- 14.6% average engagement rate