NBA’s Baron Davis stars in Simplehuman’s TikTok, Instagram, and YouTube mini-series to attract Gen Z basketball fans

Simplehuman, a maker of kitchen tools and bath products, is expanding into social media platforms with a mini-series featuring NBA star Baron Davis.

A comedy video series co-produced and scripted by Carl Ried, this show takes viewers behind-the-scenes at Simplehuman HQ. As Baron becomes the Simplehuman “intern,” the series provides a unique perspective. There was no disclosure of the financial agreement between the parties.

The series aims to offer a glimpse into a typical day at Simplehuman, as seen through Baron’s creative lens, introducing a human element to the brand in a novel manner. Simplehuman emphasizes its commitment to innovating high-performance products that seamlessly integrate into everyday routines. However, recognizing the importance of establishing a more playful connection with the audience, especially Gen Z basketball fans, the brand has ventured into this content and collaboration to enhance engagement and resonance with a younger demographic.

“This series is important for me because it allows me to be creative with Simplehuman as the supporting co-star,” said Davis. “My goal is to create more branded series to really set an example of how a talent-brand collaboration can appeal to their consumers directly.”  

“Gen Z is shifting the culture and overall landscape of social media. It would be a mistake to neglect what they are interested in and where they are spending their time,” said a Simplehuman spokesperson.

YouTube, Instagram, and TikTok will carry the six-episode series beginning in early February. Baron’s interest in homeware and Simplehuman’s innovative products are incorporated into the series, appealing to consumers looking for home essentials and humor. The series highlights simplehuman’s ability to simplify consumers’ lives by using Baron’s experiences on the job, exploration of Simplehuman products, and customer service.

According to a spokesperson from Simplehuman, the collaboration with Baron Davis developed naturally, as he has served as an ambassador and friend of the brand for the past year. Together, they launched the #simplehuman trickshot challenge, a social campaign centered around basketball culture aimed at benefiting the Los Angeles community. In each video, participants were tasked with making a “basket” into a Simplehuman sensor trashcan. The challenge successfully raised $25,000 for the Drew League Foundation, an organization dedicated to providing programming, education, and mentorship for underserved and at-risk youth.

“We wanted to explore ways to further express our values, and bring a sense of personality to the brand. After learning more about Baron’s endeavors off the court at SLIC studios, we really wanted to lean into his creativity, and showcase Simplehuman products in a unique way,” a Simplehuman spokesperson said.

According to Dara Busch, Co-CEO at 5WPR, Simplehuman has made a wise decision in engaging Gen Z through user-generated content and videos. Busch added content and videos that appeal to consumers in this age demographic are highly influential in driving them to buy.

“Gen Z places significant value on TikTok more than any other age demographic so Simplehuman’s decision to launch a social media miniseries aligns perfectly with where this audience expects to be targeted,” she said.

In recent months, movie studios and TV properties have increasingly turned to TikTok as a platform to promote their content. It has become especially popular for iconic titles like Mean Girls. With TikTok, the goal is to engage with the vast audience and capitalize on its unique format in order to generate buzz and engagement. Shorter segments help studios reach a broader audience and boost viewership by enhancing interest in the full-length version, boosting visibility and increasing viewership, which is what Simplehuman is aiming for.

“TikTok has a dynamic, highly engaged audience, so it was important for us to share snackable content that introduces our products in a fun way. It’s a great vehicle for story-telling and it allows us to build a community and foster connections with people who might be discovering Simplehuman for the first time,” said a Simplehuman spokesperson.