If you haven't seen the TikTok video of UPG complimenting customers at its gas stations, do it.
The first video published on the social network “TikTok” received more than 2.5 million views, and the total reach on all platforms was more than 4 million. These are the intermediate results of cooperation between the UPG national network and Bachysh creative agency. And they are impressive.
“Our presence on TikTok is also important because it dispels stereotypes. Is this social network really about frivolity, and its target audience is children and teenagers? We have shown that this is not the case. Before taking the first steps, we deeply immersed ourselves in the study of this platform, because we really hesitated whether our client was there. In fact, TikTok users are people close to us in spirit. Those who are positive. We know how and want to give joy to our customers. We do this every day, meeting them at gas stations, and today also through a new communication channel,” said Nadiya Hanulich-Manukyan, marketing director of the chain .
Although the numbers are, of course, pleasing, the company admits that the most important thing for the team is not the views, but the emotions that people get. All the comments under the video are fascinating. Everyone wants to be the hero of the next video.
“It's wonderful that the warmth that we give to our visitors every day at each gas station is reflected in this social network,” UPG shares.
How did it happen?
According to the creative agency Bachysh, they decided to register the UPG page on TikTok in October. During the development of the strategy, attention was paid to the customers of the network, so we wanted to create something warm and give the coolest emotions to everyone who will watch the content. “We were looking for ways to communicate with the client, but in such a way that he would not expect it. And then, during one brainstorm, the phrase sounded: “What will happen if the loudspeaker compliments customers?”.
The implementation of the plan was no less interesting: people's reactions were recorded on four hidden cameras. In order for everything to succeed, there was a maximum conspiracy on the site. Thousands of pleasant testimonials to beloved customers have done their job. As a result, millions of smiles across the country.
TikTok, positivity and gas stations. What would seem to unite these concepts? UPG's new TikTok marketing move shows that nowadays, putting a smile on people's face is enough to make your brand even more famous. And sincerity in this matter is the main trump card.