The Social Crumb. Issue 26

July 31, 2024

Quick question: should marketing be an Olympic sport?💪 Feels like one sometimes! 🤪

This week, we’ll cover:

🧀 How California Pizza Kitchen cheesed their way into a viral TikTok

🍪 The latest bite-sized social news

💡 60 (!!!) fresh content ideas for your social video strategy

🪄  How to manage 100s of influencers (without using magic)

🌟 And more!

Let’s dive in.

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How California Pizza Kitchen Turned a “Mistake” Into 10M Views on TikTok 🍝

Responding to your audiences is a proven way to drive TikTok engagement

The problem is that most brands only focus on praise and positive comments.

Sure, it’s tempting to ignore negative feedback. But consider how it’s also possible for brands to turn a “bad’ experience into top-tier social content.

That’s exactly what @calpizzakitchen did to spin a “mistake” into marketing gold.

So, what happened? A TikToker recently posted a viral video complaining about how she ordered CPK’s mac-and-cheese and only received cheese (no mac).

CPK responded with a sense of humor in this TikTok reply with a step-by-step demonstration of how to make mac-and-cheese featuring an in-house chef. 

Spoilers: they didn’t forget to add the macaroni this time!

The brand turned the mishap into a full-blown promotion. CPK is offering half-off mac-and-cheese for the rest of the month to show customer appreciation.

With 10+ million views and a viral promotion later, their TikTok strategy 100% paid off.

Why We ❤️ This:

  • The video’s format is simple but engaging. Despite being a “big” brand, CPK filmed its response video like a creator would film any other TikTok. This made their message more impactful and authentic.

  • The brand’s sense of humor. Sometimes brands should laugh and make themselves part of the joke. Imagine if the brand gave a canned “Oh no, we’re so sorry!” response instead. Chances are nobody would have noticed.

  • The brand continues to engage with its audience. CPK is still actively responding to the thousands of comments they’ve received on the video. Coupled with the mac-and-cheese promotion they’re running, the brand is going above and beyond to show customers they care.

Check out the full video here! 👈

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Snack-Sized Social News 🥨

Social news moves fast. Here are a few headlines to keep you in the loop:

Running Out of Video Ideas on TikTok or Instagram? Let’s Change That! 📹🏃

Scrambling for fresh content ideas?

Consistently publishing new engaging content is exhausting.

But the ride never ends for social marketers!

We totally understand the struggle, though. That’s why we gathered 60 short-form video ideas so you can stress less about your content calendar.

This free eBook is packed with proven formats and content inspiration to help you drive engagement on Reels and TikTok. Inside, you’ll find:

💡 60 low-to-no-edit video ideas to fill your content calendar

🎥 Videos that you can adapt for both TikTok and Reels

🤳 Real examples of brands putting these ideas into action

😍 And more!

How to Manage a Community of 100+ Influencers (Without Any Chaos) 🔥

If you’re tasked with managing a creator community in 2024, you’re likely swamped.

Recruiting new creators. Responding to current creators. Constantly approving posts.

That doesn’t scratch the surface of the role, either. While wearing multiple hats is normal for marketers, community managers’ schedules can quickly become chaos. 

All the more reason to make sure you have the right tools and strategy! In this new post, we dig into what you need to manage 100s of creators. You’ll learn:

  • ​​⚙️ Tips to automate your most tedious influencer campaign tasks

  • 🧠 Ways to manage creators beyond a spreadsheet

  • 🧲 Effective retention and engagement strategies to delight creators

See you again in two weeks for more Social Media news!