“In a world filled with negative news and fear about the pandemic, we chose to create content that will put a smile on our consumers’ faces and establish our benefits through catchy lyrics…” Hande Hitay – Global Category Head Fine Hygienic Holding
Fine Guard is Fine’s range of innovative sanitizing products that cover hand sanitization, fabrics and garments, surfaces, and much more. The product line boosts long lasting protection and a list of unique benefits. The challenge is that not many people are aware of the products or their benefits, given that it’s a low involvement category. With that in mind, TikTok For Business were faced with a challenge and that was to convince young moms on TikTok to listen and care about these products.
When we asked the Creative Lab team about the vision that drove their thinking, two main insights were highlighted:
- A platform insight; people come to TikTok for joy and entertainment
- A consumer (young moms) insight; moms don’t take advice from brands, they take them from other moms.
So building on those two insights, the team decided to create a character: The “other mom” that young moms take their advice from, and they called her Mama Fine. Mama fine was portrayed as being bit older, experienced, and modern in her own way. And to top it all up, they decided she’s going to deliver the message.. in rap songs. So they basically created a gangster rapping mom.
To do that, three comedic rap songs were created, one for each product, demonstrating all its USPs and uses. One of the region’s creators, Muhannad Al Hattab – who is infamous for creating sketches about Arab moms – was then recruited to deliver the song, in full make-up and swag!
Mama Fine shined in three 15 seconder product-focused video clips using both TikTok Top View format and in-feed boosted content, delivering over 56M impressions, 45% uplift in brand awareness, 27% uplift in purchase intent and 40% uplift in familiarity.
In the infamous words of Mama Fine: “Mic drop…3al ard” boom.
