Inside Scrub Daddy’s TikTok collabs with other brands

There isn’t a natural link between sponges and donuts. But for Scrub Daddy, a partnership with Dunkin’ was an obvious choice. In June, the two brands teamed up to create limited-edition donut-shaped sponges, complete with chocolate and sprinkles details. Subscribe to us on Apple Podcasts, check us out on Spotify and hear us on Amazon Music/Audible. This is our RSS feed. Tell a friend! “I think we knew there was a similar fervor within the Scrub Daddy and Dunkin’ audiences that, when combined, would play very well together,” said Scrub Daddy Social Media Manager Kerrie Longo, speaking on the latest episode of the Marketer’s Brief podcast. Scrub Daddy CEO Aaron Krause is a fan of Dunkin’, she added, and even helped to come up with video ideas. The partnership was a success—Scrub Daddy declined to give exact numbers but said the Dunkin’ sponges sold out in less than a week and a half. The odd pairing is the most recent example of Scrub Daddy leaning into its social media community, including on TikTok with its videos serving as a model for how brands can successfully use the Gen Z-friendly platform. 40 under 40 entries are open The final deadline for nominations is Aug. 2 Enter here On the podcast, Scrub Daddy’s pair of social media managers, Longo and Davis Miller, discuss how Scrub Daddy honed its brand voice over the years. They began by jumping on more TikTok trends, even if they were considered a little edgier. Both expressed how important it is for leadership to trust social teams and give them room to test and learn. “In the beginning, we would ask if we could try things out,” Miller said. “But our higher-ups have always been very, very good at trusting us and giving us creative freedom. And especially when those more ‘out there’ videos performed well, they realized that people were not going to lose their minds over them and understood they were a joke.” Scrub Daddy previously turned heads for content it made with Duolingo, implying that the sponge impregnated mascot Duo the owl. Scrub Daddy made green owl sponges, but didn’t sell them. @scrubdaddy And don’t even get me started on Wattpad stories... #scrubdaddy #smile #cleantok #cleaningtiktok #americasfavoritesponge #duolingo ♬ GO HOME I DONT WANNA TALK LEAVE - Danikah 🪼🪐 “It was more of a meetup than it was a collaboration,” Miller said. “But people were constantly asking for the new shapes, so when we started talking to Dunkin’ on a more official collaboration, that inspired us to go through with making an actual product people could purchase.” Another recent series of videos features a sarcastically, almost angry, voice-over talking about Scrub Daddy products and how they can be used, combining what Miller called “information and entertainment.” @scrubdaddy Please get the name right… thx. #scrubdaddy #smile #cleantok #cleaningtiktok #americasfavoritesponge #bbqdaddy ♬ original sound - Scrub Daddy For other brands that want to be more bold on TikTok, the Scrub Daddy team advises accepting failure, realizing not every video or idea will be a hit. “Don’t get discouraged if you’re trying out a new form of content,” Miller said. “Constantly try to tweak things to see what resonates with the audience.” Longo echoed that, adding that the audience should be the main guide in the type of content a brand makes. “If a brand is just trying to emulate what we’re doing, and their audience is not interested in seeing that, like, it’s not going to work.” Also read: Agencies are reinventing their social teams and practices The company has also seen success on TikTok Shop, but is cautious of pushing too many shoppable ads. According to Longo, Scrub Daddy got started on TiKTok Shop about a year ago and said “sales are going well,” but declined to share exact figures. “We’re trying to find a balance because, personally, I don’t love shopping on Tik Tok constantly,” Longo said. “We want to be visible there, but not too annoying. And that’s always been our philosophy—we’re not huge on the hard sell.” Looking ahead, the duo says fans can look forward to more products and collaborations. “Our goal is to become a household name worldwide, and we’re working every day to make that happen,” said Miller. See America's Hottest Brands 20 brands that are trending in 2024 Click here

Inside Scrub Daddy’s TikTok collabs with other brands

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