How Asics stands out by focusing on mental health

Welcome to today's DTC Creator newsletter!

Discover Chevy's viral TikTok strategy and Asics' innovative mental health campaigns. Get inspired by creative and effective marketing insights to elevate your brand.

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TikTok Strategy

Chevy's hilarious TikTok strategy: What marketers can learn from a viral dealership

Turning "The Office" into dealership gold

Imagine "The Office" set in a Chevy dealership. Mohawk Chevrolet in upstate New York has done just that, creating a viral TikTok series, "The Dealership," that’s captivated millions. Starring Grace Kerber and Ben Bushen, the mockumentary-style videos showcase the power of relatable, low-budget content.

From office ducks to internet fame: The idea began with an employee prank involving tiny ducks hidden around the office. What started as a fun project turned into a viral sensation, with episodes reaching up to 2 million views. The success proves that creativity and authenticity can drive engagement without a big budget.

Rethinking social media strategies: Initially focused on Facebook and Instagram, Mohawk Chevrolet is now prioritizing TikTok. This shift highlights the importance of adapting social strategies to where the audience is most engaged.

@mohawkchevrolet

Episode 5 of The Dealership "Lemme drive the rado'"🛻 **Based off a true story #MohawkChevrolet #TogetherLetsDrive #CarBravo #UpstateNY #Sa... See more

Kerber and Bushen’s advice for marketers:

• Stay authentic: Most content is unscripted and based on real office events.

• Organic content wins: Authentic, humorous content resonates with viewers.

• Subtle product integration: Integrate products in a way that entertains while informing.

Boosting foot traffic and sales: The series has increased foot traffic and online inquiries, showing the direct impact on brand recognition and customer engagement. Customers often mention the videos, proving the strategy's effectiveness.

Key takeaways…

• Embrace authenticity: Real, relatable content can outperform polished ads.

• Adapt and experiment: Shift strategies based on audience engagement.

• Create emotional connections: Entertain while subtly promoting products to build loyalty.

Mohawk Chevrolet’s viral success offers valuable lessons for brand marketers looking to connect with their audience through creativity and authenticity.

Brand Strategy

How Asics stands out by focusing on mental health

Mental health as a differentiator

Asics, which stands for ‘anima sana in corpore sano’ or ‘sound mind, sound body,’ has made mental health a core part of its marketing strategy to distinguish itself in the sportswear industry. This focus addresses the industry's "sea of sameness," according to EMEA Executive VP Gary Raucher.

Purpose-driven approach: Unlike brands that superficially adopt societal issues, Asics' mental health focus is genuine and intrinsic. Raucher emphasizes that this commitment is "literally in the brand’s DNA."

Targeting stress and anxiety: Asics identifies stress and anxiety as its main adversaries. The brand targets high-stress areas and societal factors contributing to these issues, inspired by Dove's consistent Real Beauty campaign.

Innovative campaigns: Asics' ‘15 Minute Weight Loss’ campaign redirected searches for rapid weight loss to content highlighting the mental benefits of short exercises. Other initiatives included billboards and multimedia content showcasing exercise’s mental health benefits and research projects emphasizing the psychological effects of staying active.

Measuring success: Asics assesses its campaigns through business, brand, and societal metrics, focusing on brand preference, perception as a caring brand, and mental wellbeing support. The yearly ‘State of Mind Index’ and collaborative projects measure the societal impact.

Raucher’s strategy…

1. Consistent partners: Maintain reliable collaborators.

2. Consistent brief: Repeat the core message.

3. Creative unnovation: Continuously find new ways to convey the message.

4. Increased bravery: Take bolder steps with each success.

5. Impact measurement: Evaluate using comprehensive metrics.

By prioritizing mental health, Asics differentiates itself and builds stronger connections with its audience, enhancing both brand loyalty and market share.