A 2020 TikTok moment propelled Ocean Spray sales and rekindled interest in Fleetwood Mac's "Dreams," illustrating TikTok's power to create viral product demand. Over five years, social-driven media has become mainstream, prompting consumer-packaged goods companies to adopt social-first strategies, reallocate significant portions of ad budgets, and buy agile competitors. The pivot reflects intensified competition for Gen Z attention and a response to shrinking linear TV effectiveness as a mass-reach channel. Marketers increasingly seek partners and in-house capabilities versed in social and influencer marketing, while legacy brands face pressure to cede control to more fluid, feed-based consumer dynamics.
in the pandemic haze of 2020 with a TikTok video of a man sipping Ocean Spray while gliding along on a skateboard and listening to Fleetwood Mac's "Dreams." The blissful clip, later expanded into a TV campaign by the cranberry juice maker, led Ocean Spray to fly off of store shelves - and helped place "Dreams" back on the Billboard charts - while serving as an early indicator of TikTok's distinct power in sparking viral product sensations.
Five years later, the "TikTokification" of media is mainstream and CPG brands are making a bigger pivot to the social-first model, with leading companies allocating up to half of their total ad budgets on the channel while dropping billions to acquire more nimble rivals. This escalation comes as the chase for Gen Z consumers intensifies and as marketers try to account for the further decline of linear TV, their lever for mass reach essentially since the living room screen's inception.
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