Tiktok Tuesday: Are influencer trips dead? Or does the future look like this...
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A few weeks ago I made a video talking about why the traditional brand trip is "dead," so it was only fitting that this week I saw a video from Waterboy Hydration doing something completely different. Let's take a look: WATERBOY BRAND TRIP 2.0 IN TULUM!!! We are taking 24 customers and creators to Tulum June 23-26 for the party of a lifetime and YOU can come by making a TikTok from now until April 25 using #WaterboyinTulum and tagging us 🏝️ The only rule is there are no rules - be creative, make us laugh, make us cry, and tell us why you should come. We will pick our 3 favorite TikTok submissions to have our following vote on who will win our first challenge! Make sure you follow along as we share the next challenges to win a spot on our brand trip! 🥂💧 Here's what they're doing and why I like it: Opened the trip to customers, not just influencers Most brand trips are reserved for influencer cliques with millions of followers. Waterboy flipped the script by inviting everyday fans to apply via TikTok. It made the campaign feel inclusive, authentic, and genuinely community-driven. A smart move in a time when there is a visceral backlash to influencer trips and excessive gifting. Turned applications into viral UGC To enter, fans had to create content. The result? Over 600 people made videos garnering million of views. From custom paintings to themed cookies, each submission became a mini Waterboy ad. So the contest didn’t just promote the trip, it scaled Waterboy’s brand awareness for free. This is a strategy I first saw from Nerf in 2021 when hiring a creator for their Tiktok, and a play that still works. Let the audience choose the winner Instead of picking a finalist behind closed doors, Waterboy chose their top 10 submissions and let fans vote. It's a smart move because it kept the audience engaged, gave creators more exposure, and made everyone feel like they had a stake in the outcome. Leveraged influencers to amplify reach Waterboy still also partnered with TikTok influencers, but gave them power to invite their own followers and +1s. That personal connection made the trip feel more organic and built loyalty on both sides. What Brands & Creators can take away:
Thanks for reading. Send me any videos that catch your attention, and if you have any thoughts on this newsletter, please share! Ashwinn |
Consumer Branding + Marketing Insights
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