Recently, there has been a buzz on a school election at St. Andrews Junior College (SAJC) over on TikTok. A video of SAJC student, Priyanka and her friends dancing to their version of Spice Girls ‘Wannabe’ gave brands an idea of their own.
Priyanka and her friends painted out what type of benefits that they will get if the students were to vote for her in the elections. In a day, they collected 647,300 views and 60,000 likes from viewers. As of today, it is viewed 1.5M times. All ends with a happy ending as she updates her winning the election and being elected for the student council.
vote R11?? #whysa #whydontwe
Brands Understood The Assignment
From seeing the success she gained on TikTok and being the talk of the town, several brands take the matter into their own hands and jump on this trend. With their own twist, they successfully promote their brand.
Their agenda and objectives go hand in hand with their views and like project into a triumph. Here are some of the brands that were seen using this trend as an opportunity to elevate their brand.
Over at Carousell, they took the initiative to promote SAJC school uniforms that are available on their platform. Seems like a harmless joke and calling out people to go back to school and vote for Priyanka.
Carousell
Marketing Interactive reported that Jemimah Seow, Regional Brand Manager of Carousell added,
“We saw it has a good opportunity to connect with the Gen Z crowd and bring out the brand messages of Carousell, and it was in line with Carousell’s brand personality.”
Seow reported that the video received 120,000 views, over 7,000 likes and 288 shares over its course.
Foodpanda Singapore
Promoting Pandamart through this trend was also an idea worth mentioning. Foodpanda Singapore also jumped on the opportunity with captions like “I asked for a snack, but she delivered a whole breakfast”.
Foodpanda Singapore, Laura Kantor, marketing and sustainability director note that
“TikTok is all about jumping on the right trend at the right time, and not taking oneself too seriously. Our TikTok lead is very in the know on whatever is making waves on the platform, and we saw an opportunity to use Priyanka’s very catchy jingle to feature our offerings from pandamart in a fun and relatable way,”
With over 140,000 views, 8,000 plus likes and over 250 shares, Foodpanda’s TikTok video is currently its second-best from the original one, according to Laura Kantor.
#notsponsored @pronkers puts the p in foodpanda (u didn’t hear it from us) #sgfoodie
Seems like this buzz was all just fun and games. Having fun and also promoting your brand as well as putting your own twist is a bonus! The catchy song, the “write your own version” is what makes it authentic for a brand to join this. There were mixed reviews on jumping on this trend, but overall, it was just something interesting to hop on. That’s how trends are and ever-changing.