Aspercreme is a topical pain relief brand that’s iconic among Boomers, but has long failed to make inroads with younger generations. In 2021, though, an unexpected trend emerged on TikTok: Young women started touting Aspercreme Dry Spray as a solution for high heel pain.
We saw our opening and pounced. We launched Aspercreme’s own content series called #HEELHACK, complete with path to purchase on Amazon.
Our TikTok content series was produced entirely in-house, featuring young women at our agency that know both the glamor and horror of high heel pain.
Up against a razor thin budget, we relied on the strength of our idea,, the power of iPhone cameras, and the glorious simplicity of TikTok’s editing software to create content that’s as entertaining as it is informative.
Our #HEELHACK campaign garnered 30 million impressions, 2x the expected engagement rate, 3x the expected click-through rate, and is credited with a 70% increase of Aspercreme Dry Spray sales on Amazon.
What’s more, it’s the first effort in the brand’s history that successfully brought in a younger audience.