Pura Vida TikTok Campaign
**Pura Vida: The Challenge**
Pura Vida recognized the need to create more innovative campaigns on TikTok to elevate their brand visibility. They partnered with LINK Agency to enhance their collaboration with influencer Charli D’Amelio and explore creative concepts for a TikTok campaign, which culminated in the #ShowUsYourHappy challenge.
**The Approach**
LINK Agency undertook an in-depth analysis of Pura Vida's brand identity and crafted a creative strategy for a three-week TikTok campaign. They produced several pieces of content for Pura Vida's profile, focusing on a 15-day rollout for optimal effectiveness. Additionally, LINK Agency provided creative suggestions for music selection and guidance on music licensing on TikTok, employing a unique strategy to boost brand awareness. Pura Vida praised LINK Agency, stating, "They take a different tack compared to other agencies—they are data-focused and innovative. They not only connect you with a network of creators for branded content but also have a talent for selecting music that can go viral and perfectly represents your brand." As a result, the song "Pura Vida Feel Like" by Andrey Azizov gained notable traction on TikTok, generating over 11,000 user-generated videos and surpassing 100 million organic views. Following this, they utilized micro-influencers to further promote the challenge.
**The Success**
LINK Agency also established tracking and reporting for the generated content. The outcome: during the promotional period, Pura Vida's brand channel experienced a remarkable 2.2x increase in followers, climbing from 117,600 to 256,400. Before the campaign launched, the account was gaining roughly 12 new followers a day, but immediately after, this surged to about 1,300 new followers daily. The campaign engaged 46 creators, who collectively garnered 9.3 million impressions through their posts. Ultimately, the campaign resulted in over 100 million total views on TikTok videos featuring the Pura Vida sound, accumulating a total of 10.8 million likes as of May 2021, along with mentions in Teen Vogue and Yahoo News.