Ocean Spray wasn’t even on TikTok before Nathan Apodaca rode his skateboard and a jug of cranberry juice into viral stardom.
‘We joined TikTok as a result of Nathan’s video, and he really kickstarted a community for us,” DiBiasio says. Now the brand creates content specifically for the platform, and influencers play a big role—more so than for other platforms, DiBiasio said.
“We have a really nice opportunity, since our presence was started by an influencer. We like to give back and do more using different creators.”
For Gabriel Scaglia Dias, head of digital & growth for Vessi Footwear, TikTok was an outgrowth of their history on the Kickstarter fundraising platform and their commitment to engaging with passionate consumers.