Multi-Platform Mastery

NewCalgon Multi-Platform Campaign

Building an engaged community of 12,000+ brand advocates across TikTok, Instagram, and YouTube through authentic user-generated content

12K+ Total Followers
4.5M Total Reach
6 Months
520% Sales Increase

The Challenge

Launching a heritage brand into the social-first Gen Z market

👴

Aging Brand

80-year-old brand with zero presence among Gen Z consumers

💸

Limited Budget

Competing against brands with 10x marketing spend

🏃

Time Pressure

Six-month window before competitors moved into the space

1

UGC Strategy

Activated micro-influencers to create authentic bath routine content

2

Trend Hijacking

Inserted brand into "everything shower" and self-care trends

3

Community Building

Created exclusive groups for product testing and feedback

The Solution

Coordinated multi-platform strategy powered by authentic user-generated content

Platform Distribution

We tailored content to each platform's unique strengths while maintaining brand consistency:

5.2K
▲ TikTok
Followers
#CalgonTakeYouAway challenge generated 2M views
4.8K
▲ Instagram
Followers
Aesthetic content drove 35% purchase intent
2.1K
▲ YouTube
Subscribers
Long-form education content for consideration phase

The Results

From zero to category leader in six months

12K+
▲ From 0
Community Size
Built across all platforms
847
▲ Created
UGC Pieces
Authentic customer content
520%
▲ Growth
Sales Increase
Direct-to-consumer sales
#3
▲ Ranking
Category Position
In bath products on Amazon

Platform Performance

TikTok Engagement 12.4%
Instagram Engagement 8.7%
YouTube Watch Time 72%
Cross-Platform Followers 23%

Execution Timeline

Strategic rollout across platforms for maximum impact

1

Month 1-2: TikTok Launch

Started with TikTok to capture early adopters. Launched #CalgonTakeYouAway challenge with 20 micro-influencers. Generated first viral video with 850K views.

2

Month 3-4: Instagram Expansion

Leveraged TikTok success for Instagram credibility. Built aesthetic feed and launched Reels strategy. Created exclusive Stories content for engaged followers.

3

Month 5-6: YouTube Authority

Produced long-form content for purchase consideration. Partnered with lifestyle vloggers for authentic integrations. Achieved 520% sales increase.

Key Takeaways

Lessons from modernizing an 80-year-old brand

Repurposing content across platforms failed miserably. TikTok needed raw authenticity, Instagram required aesthetic perfection, YouTube demanded educational depth. Creating platform-specific content increased engagement by 340%.
5K-50K follower creators generated 8x better ROI than celebrity influencers. Their audiences trusted them more and engagement rates were 5x higher. We shifted 80% of budget to micro-influencers.
Featuring customer content created a virtuous cycle. People created content hoping to be featured, giving us free authentic material. This strategy reduced content costs by 60% while improving performance.
Launching platforms sequentially rather than simultaneously allowed us to learn and iterate. TikTok insights informed Instagram strategy, which shaped YouTube content. This approach saved 40% of budget.

Ready to Go Viral Across All Platforms?

Let's build a multi-platform strategy that drives real results

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