Mascots as part of TikTok strategy

USATSI 10284345

Mascots represent something as being alive and making emotional connections. They are storytellers and they send messages without using words. Most importantly, they make brands recognizable. They not only give brands identity but also help build a connection with target audiences. A mascot gives a brand human characteristics and turns it into a living entity. With Gen Z actively engaging with TikTok, it does not come as a surprise that a lot of brands use mascots as a TikTok strategy. Mascots resonate with TikTok users. Given below are some mascots who have humanized brands across TikTok.

Blue – Blue is the popular Colts mascot on TikTok. He has 6.5 million followers, and he posts entertaining video content. Most of his videos feature an unsuspecting victim who ends up with a pie to the face. He likes to play around with his coworkers, like by creating a ‘liquid nitrogen supercloud’, for example. He also enjoys messing with other mascots.

Vineyard Vines Whale – The mascot for the clothing line Vineyard Vines is a whale. It is a happy, pink whale with 224,000 followers on TikTok. Its video content features the whale in the offices of Vineyard, where it pranks employees.

Duo the owl – With 3.3 million followers on TikTok, Duo is a star. The mascot doesn’t spare anybody who forgets their lesson for a day. The mascot made the language learning platform’s content take off. The green owl is also a meme favorite online. The furry icon features in some ‘unhinged’ videos where it twerks on a conference table to Adele’s ‘Easy on me’ and even calls singer Dua Lipa, ‘Mommy’. Users find its content hilarious, and the language learning app owes its success partially to its mascot.

Viktor the Viking – Viktor, a purple viking, is the mascot for the Minnesota Vikings NFL team. He has 216,000 followers on TikTok. He has been seen playing silly games with Blue at the Navarro Cheer gym. He has fun at games and likes to be silly.

Mr Mucus – The over-the-counter medicine brand, Mucinex, has a mascot, Mr Mucus. The mascot had a zombie dance choreographed to show the zombie-like symptoms brought about by a bout of flu or cold that Mucinex helps cure. Tiktokers were also encouraged to share their own version of the dance, and also had the opportunity to dance with Mr Mucus, who appeared as an animated cartoon in the corner of the users’ videos.

Scrub Daddy – Scrub Daddy has one million followers on TikTok, and continues to see growth. A mascot for  a dish sponge, it is a giant smiling sponge, and it participates in current trends in videos. Its most-viewed video has over 20 million views. Its video content is brief– about 7 seconds in duration– but it receives excellent engagement.

Ronn Torossian founded 5WPR, a leading PR agency

Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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