When John Haddad, Partner Marketing Manager at Hamilton Beach Brands, wanted to expand into TikTok marketing, he turned to impact.com’s creative services team for a true partnership approach. The challenge? Balancing stakeholder demands for both viral awareness moments and measurable sales conversions.
The strategic solution
Impact’s creative services team worked hand-in-hand with Hamilton Beach through every step – from casting and vetting creators to developing creative briefs and delivery strategy. The approach combined organic content with strategic paid amplification, letting successful content “marinate in the marketplace” before boosting top performers.
Key Campaign Highlights:
- Two-Pronged Strategy: Started with organic creator posts, then strategically boosted high-performing content to drive additional impressions and conversions, satisfying both awareness and sales goals
- Seamless Global Partnership: Despite the main contact being in South Africa, the collaboration felt like working with a next-door neighbor, with Impact functioning as a true extension of Hamilton Beach’s team
- Advanced Amplification: Leveraged spot advertising and CGC repurposing to increase overall impressions by 20%, demonstrating expertise in emerging technology applications
