TikTok marketing mascots have become a popular trend in recent years. These mascots are animated characters that represent a brand or product on the popular social media platform TikTok. They are used by companies to create engaging and entertaining content that promotes their products or services. One of the key advantages of using TikTok marketing mascots is the ability to capture the attention of a younger demographic. TikTok is particularly popular among younger users, and using mascots helps brands connect with this audience in a more relatable and entertaining way. These mascots often have their own unique personality and style, which allows them to engage with users and create a sense of community.
The Brand Mascots Who Became Internet Celebrities
We told you that Gen Z is more likely to be on TikTok than Millennials , and YPulse’s social and mobile marketing report found that nearly half of 13-20-year-olds are open to seeing advertising on TikTok, while the majority of Gen Z who use social media say they don’t mind ads on social media as long as they’re entertaining. Brands have been tapping everyone from popular celebrities and influencers, to college athletes, their own employees, and even virtual influencers to market products to reach Gen Z users–and now some have turned their mascots into influencers and viral stars on the app.
Of course, brands putting their mascots at the front and center of marketing campaigns isn’t new. But brands making their mascots the face of their TikTok accounts is certainly a trend that’s emerged in the last year. Here are four brands touting their mascots as part of their TikTok marketing strategy:
Duolingo’s Duo the Owl
Thanks to “ unhinged content ,” social listening, and a trusty mascot, Duolingo’s TikTok strategy is helping humanize the brand. Counting 3.3 million followers on TikTok , Duo the Owl is the star of Duolingo’s account, which plays on the trends circulating the app while sassing anyone who forgets their lesson of the day. The language learning platform first joined TikTok in February 2021, but it wasn’t until Duo the Owl came onto the scene in October that the brand’s content took off. Duolingo’s “How did you hear about us survey” experienced a surge in responses from new users saying they discovered the app via TikTok. The brand has partnered with influencers and celebrities including Dua Lipa (people often confuse Duolingo for the pop singer) and Rod Thill to create relevant content that speaks to young consumers. Zaria Parvez, one of the brains behind Duolingo’s TikTok, notes the brand’s ability to lean into “unhinged content,” leverage viral trends, interact with other TikTokers in the comments, and poke fun at Duolingo by recreating memes about the platform has helped the brand entertain its audience. Which is exactly the point of TikTok—users want to be entertained, not marketed to in a way that feels obvious and tryhard-y. YPulse’s Pop Culture Redefined trend research shows 62% of young consumers say brands should comment on viral pop culture events / trends to stay relevant with their generation.
Mucinex’s Mr. Mucus
To promote its new Mucinex Nightshift over-the-counter medicine that debuted last February, Mucinex launched a dance-off competition on TikTok. The brand tapped So You Think Can Dance couple Stephen “tWitch” Boss and Allison Holker, who choreographed the “zombie dance” with the brand’s mascot, Mr. Mucus, to show how the product “combats zombie-like symptoms that come along with a bad cold or flu.” They also encouraged TikTokers to share their own versions of the dance (and had the chance to dance with Mr. Mucus, who appears as a small animated cartoon in the corner of users’ videos) using the #BeatTheZombieFunk hashtag, which has accumulated a whopping 5.9 billion views. While this is the first time the brand has utilized its mascot on TikTok, this isn’t the first time they’ve launched a challenge on the app: In October 2019, Mucinex was the first OTC brand to team up with the app for the #TooSickToBeSickChallenge that garnered over 741 million views. The brand also has been making a play at young consumers in other ways like creating merch and a limited-edition “Sickwear” clothing collection that they debuted on a livestreamed event last fall.
Scrub Daddy
Scrub Daddy is experiencing a second round of internet fame on TikTok. Since its Shark Tank days, Scrub Daddy has garnered considerable fame in the cleaning goods space, and the brand has built an even stronger following with cleaning influencers (yes, that’s a category now) and young consumers in the TikTok era . Scrub Daddy recently reached one million followers on the app and continues to see consistent annual growth: In 2021, the brand experienced 80% revenue growth YoY, and it’s on track to reach $100 million in sales this year. The brand’s TikTok presence is strong (with over one million followers), thanks to a social media team that is able to quickly capitalize on viral trends while putting the Scrub Daddy mascot and giant versions of its smiling sponges at the center of attention. The brand has also built a “cult following” among CleanTok creators: Scrub Daddy works with around 30 influencers who are known for their expert cleaning tips and product recommendations in international markets, including Vanesa Amaro, a housekeeper and TikTok star who has 10 million followers across her English and Spanish language accounts. Since working with international CleanTok influencers, TikTok has lifted international sales from 5% of the company’s revenue to about 10%.
Dr. Squatch’s Sasquatch
Dr. Squatch is a natural soap brand successfully connecting with young men via TikTok. YPulse’s social and mobile marketing data shows that 71% of young social media users don’t mind ads on social media as long as they’re entertaining. TikTok continues to be one of the best platforms for authentically reaching young consumers, and DTC personal care brand Dr. Squatch is capturing the attention (and sales) of young men on the app thanks to its ability to stay ahead of trends and internet culture. The brand’s @DrSquatch channel has nearly 200K followers and the brand’s content features everything from internet memes to pop culture references (like nods to Squid Game ) while playing on “drop culture” by releasing limited edition products like its Irish cream and whiskey soap for St. Patrick’s Day. Some of its most popular content also features the Dr. Squatch mascot participating in challenges, or making silly videos with the Sasquatch twerking or addressing his fan-made nicknames of “ Squatch Zaddy ” and “ Dr. Crotch . ” Dr. Squatch reports around 10-15% of new customers have come from TikTok and has placed in the top 1% of marketers on the social video app according to company data. YPulse’s personal care and beauty research shows that 25% of young men say online / social media advertisements are most likely to influence their decision to buy personal care / beauty products, and Dr. Squatch’s CMO, Josh Friedman, notes “making soap and the shower experience fun and exciting has struck a chord within the TikTok community.”
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Fruit of the Loom’s fruit mascots return to refresh brand’s TikTok strategy
Mascots are clearly back in vogue, particularly those that might summon fond childhood memories for a certain age set. While Fruit of the Loom’s brand characters have factored into commercials dating back to the ‘70s, some of their most memorable appearances came out of the late ‘90s and early aughts, when Gen Z was coming of age and still watching linear TV. Resurrecting the Fruit People — formerly the Fruit of the Loom Guys but now inclusive of women — aligns with a broader resurgence of Y2K nostalgia.
The social media strategy represents another gear shift for the over 170-year-old brand, which is best known for its casual wear and underwear. Fruit of the Loom previously wound down a focus on the quirky, slapstick-prone characters in the 2010s to promote the functional benefits and comfort of its apparel, part of the explosion of athleisure during the period.
Fruit of the Loom has been posting on TikTok since April 2022 and accrued about 17,000 followers on the platform, but the Fruit People aim to develop a more meaningful connection with shoppers. The timing of the refresh also arrives ahead of the holidays, a key sales window for retailers.
“We wanted to create content that would engage current social trends and make the brand a part of that culture,” said Jess Zalaznick, agency GSD&M’s creative director, in a statement. “Utilizing our known assets of Fruit characters, and giving them a home on TikTok, starts a new chapter and adventure for the brand to continue resonating with modern audiences.”
TikTok has risen to be the go-to app for Gen Zers and now attracts some 150 million users in the U.S. That popularity makes standing out difficult for marketers, but some brand pages generate an organic following by posting entertaining content that feels relevant to what’s trending on the fast-moving platform. Language-learning app Duolingo, for example, has become a TikTok star thanks to absurd and humorous videos featuring its green owl mascot, including one where it twerks.
Fruit of the Loom has tried to jump on buzzy TikTok discourse before. TikTokers at one point debated whether the brand’s logo ever featured a cornucopia (it didn’t), an instance of the Mandela Effect, a phenomenon describing collective misremembering. Fruit of the Loom has a TikTok playlist called “Mandela Effect” composed of 45 videos where it leans into the heated back-and-forth.
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Advertising Week’s “Brand Mascots Get Social:” An Inside Look at How Brand Mascots Are Winning Over Social Media Audiences
The hardest working employees in advertising — brand mascots — are increasingly populating your social media feeds in new and nostalgic ways alike. As brand mascots keep winning over audiences with their silly yet relatable and fun TikTok and Instagram content, other marketers are watching and wondering how they can build this kind of brand presence for their own mascots.
Gabe Gordon, co-founder and CEO at Reach Agency, hosted the “Brand Mascots Get Social” panel at The Creative Showcase stage at Advertising Week New York 2023. Gordon interviewed three speakers who manage three massively popular mascots and their social media presences. They are Bryan Waddell, brand marketing manager at Nestlé (Hot Pockets’ Herbie), Ben Mattes, senior vice president, Angry Birds brand strategy at Rovio (Red — Angry Birds), and Kristen Thompson, senior vice president and president, frozen & vegetables at B&G Foods (Green Giant).
Here’s a look at some of the insights Waddell, Mattes, and Thompson shared during their panel.
These mascots often have their own unique personality and style, which allows them to engage with users and create a sense of community. TikTok marketing mascots also help to humanize brands and make them more approachable. By creating a mascot that embodies the values and identity of the brand, companies can forge a stronger connection with their audience.
On modernizing the brand mascot and how this supports the brand today.
Thompson: The Green Giant’s always been this kind of mysterious presence. He doesn’t speak, he’s got a sidekick called Sprout. He’s been a partner to mom, or the head of the family, when making dinner and providing delicious vegetables. His role in the brand is the ambassador of the vegetables. He’s in charge of the Valley, he’s the one harvesting the peas, he’s driving dinner solutions. The way you see him show up in content is his presence. Whether it’s his full body or not, you’ll see his giant hand come in and help mom make dinner. Mom is still the hero, but he lends the support and confidence in the kitchen. Inserting him, and his body parts, in creative ways in content have helped break through in these channels. Having the Giant show up in a big way has been a way we insert him into everyday conversation.
Mattes: The Angry Birds games have been downloaded above 5 billion downloads. The brand, and its characters, benefit from high brand recognition. We believe mobile gaming doesn’t really have a mascot, but if it does it is Red. As we seek to reinforce that, we seek to grow his presence. The personality of Red needs to shine through in other opportunities, like movies and TikTok. How do we make Red a personality people want to identify with?
Waddell: We grounded Herbie in the idea of heroism because heroism has a lot of different meanings to different people. The more we can give up with him, the more we can receive. Some of the content you get… you see the engagement and comments around and the realization that this mascot is a Hot Pocket is untapping a lot for us.
These mascots can also be used to tell a story or convey a message in a fun and creative way, helping to enhance brand recall and awareness. In addition, TikTok marketing mascots offer a unique opportunity for brands to showcase their products or services in a creative and engaging way. By using animation and special effects, companies can create eye-catching videos that stand out from the crowd and capture the attention of viewers. This allows brands to showcase their products or services in a way that is entertaining and memorable. Overall, TikTok marketing mascots have proven to be an effective tool for brands to connect with their audience and promote their products or services in a fun and engaging way. By creating mascots that embody the values and identity of the brand, companies can forge a stronger connection with their audience and enhance brand recall and awareness..
Reviews for "Tiktok Marketing Mascots and the Power of Emotion in Advertising"
1. Samantha - 1/5 rating - I found the "Tiktok marketing mascots" to be incredibly annoying and inauthentic. They came across as desperate attempts to cash in on the TikTok trend and didn't offer anything unique or valuable. The mascots felt forced and out of touch with the platform's genuine spirit. I don't think using these mascots will resonate with the TikTok audience or help in building a genuine connection with potential customers. Overall, I was highly disappointed with this marketing approach.
2. James - 2/5 rating - The "Tiktok marketing mascots" seemed like a half-hearted attempt to appeal to a younger audience. However, the execution was poor, and it was evident that these mascots lacked the creativity and authenticity that would truly engage TikTok users. The content created with these mascots felt forced and didn't align with the organic and relatable nature of the platform. I believe a more thoughtful and genuine marketing strategy would have been more effective in reaching the target audience.
3. Emily - 2/5 rating - I understand the concept behind using "Tiktok marketing mascots," but I was not impressed with the execution. The mascots came across as cheesy and insincere, and they didn't add any value to my TikTok experience. In fact, their presence often felt intrusive and disrupted the organic content that I enjoy on the platform. I appreciate creative marketing strategies, but this one missed the mark for me. I believe there are more effective ways to engage with the TikTok community without relying on artificial mascots.