Partnership:

Russell Stover and TikTok

Description:

Russell Stover partnered with TikTok on a promotion designed to encourage users to join the "world's biggest virtual hug" as the coronavirus pandemic was keeping people apart.

Russell Stover collaborated with TikTok star Jason Coffee to promote the effort. Russell Stover urged TikTok users to participate in the campaign by creating their own videos and captioning them with #worldsbiggestvirtualhug, #quarantine, #healthheroes and #russellstover hashtags.  

Russell Stover would then showcase some of these user-created videos on its social channels and feature the virtual hug on Instagram.

Partnership Opportunity:
Russell Stover/CPG
Partner/Category:
TikTok /App
Timing:
May 2nd Quarter 2020
Target:
Male
Female
Tweens
Teens
Adults
Promotional Elements:
Branded Content
Media Elements:
Mobile
Online
Created On:
2020-11-30
Last Modified on:
2020-05-08
Companies Involved
Tuck

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