In honor of Single Awareness Day, Visible Wireless, a prepaid cell phone service operated by Verizon, took to TikTok to promote the awareness of singles.
To do so, Visible Wireless partnered with superstar powerhouse & award-winning singer-songwriter, Maren Morris, in partnership with Visible Wireless, to rerelease an iconic Billy Idol song, “Dancing with Myself.” The campaign launched on February 15th and is set to run until the end of the month.
According to Cheryl Gresham, Chief Marketing Officer of Verizon Value, the campaign’s primary goals were to create culturally relevant brand moments to spark consumer excitement. In order to boost visibility of Visible’s flexibility and freedom, earned media and social sentiment were used to drive sign-ups for Visible’s one-line wireless plans.
“Our target for this campaign was people who are single-line consumers who want more independence and transparency in the products they purchase,” said Gresham. “More specifically, we’re reaching those who are digitally native who will enjoy following along on social media.”
The ad spots were primarily promoted on TikTok and Instagram, prioritizing short-form content like reels and video snippets due to the platforms’ suitability for such content. Additionally, the teasers were shared on Visible’s YouTube, and Maren Morris also shared the ad spots on her own social media channels. Launch and ongoing promotions used owned social media to expand the campaign’s reach. To maximize exposure and engagement, paid media channels such as social media, online video, connected TV, and audio were leveraged.
Gresham said Visible launched its campaign on TikTok prior to the company’s decision to remove Universal Music’s song library, and added that TikTok’s decision had no effect on the strategy Visible followed for its campaign on TikTok.
“Because we’re distributing the music through the video content directly, it did not impact this specific campaign. TikTok is a valuable platform for us because it’s where our target audience is spending a lot of their time,” she said.
As part of Visible’s commitment to providing its clients with the best coverage and deals, Gresham noted that during the month of February, the focus was shifted from Valentine’s Day and couples to celebrating individuality and independence. In light of this, Visible felt it was important to change a narrative during a time of year when traditional relationships are usually celebrated for Valentine’s Day, to emphasize the freedom of choice in paths, relationships, and careers.
Dustin Engel, Founder of Elegant Disruption, a strategic consulting and communications firm specializing in marketing agencies and MarTech companies, said Maren Morris’ music and TikTok presence align perfectly with her target audience. She is the ideal platform to engage with Millennials and Gen Z. According to Songstats, she has 55.6M likes on TikTok and continues to grow. In addition, Engel noted TikTok’s immediacy offers valuable insights early on, fostering virality. TikTok’s integration with Apple Music and Spotify also generates an inexpensive halo effect that amplifies the campaign, which is what Jack in the Box also did.
“TikTok easily spills into other social media platforms and media and also drive sales on music platforms like Apple Music and Spotify creating a cost-effective halo effect,” said Engel. “Meeting the fans on their turf can create emotional connection and audience participation, making the audience more invested in Maren’s (and Visible’s) success.”
