Brief: Boost follower count, build on engagement and expand audiences to Gen-Z and Millennial youth. The brand purpose is rooted in the idea of “The Activist for Everyday Good”, so the brand needed to build on and foster its community of active do-gooders on current social platforms whilst establishing brand presence and connection to younger audiences on TikTok channels.

Response: Tom’s of Maine received a social refresh to grow engagement and connect with Gen Z and Millennials. Core content pillars were established across channels, supported by an always-on mix of designed assets, shot content, and social-first video.