Arm & Hammer is growing their TikTok presence to reach Millennial parents. YPulse’s Winter Holiday Plans report data shows that 67% of Millennial parents say their relatives drive them crazy around this time of year, but Arm & Hammer’s TikTok campaign wants to show them ways to relax. The brand is working with TikTok influencers Queencitytrends, a travel and lifestyle influencer with 1.5M followers; Snackbandits, food content creators with 1.6M followers; and Nycgaydad, a creator with 423K followers who makes organic family content. Arm & Hammer’s videos are trying to convince Gen Z and Millennial parents “to embrace the mess they make during the cooking process at home with their family over the holidays.” The brand is also collaborating with actor and professional chef David Burtka in a series of videos that show his hacks as a dad for “keeping the holidays stress-free and fun.” (Digiday)
