Content proves it is king once again as creator and college student Sophie Jamison just beat out over 1,000 applicants to score the role of chief TikTok officer at Nerf.
Jamison, whose TikTok account @Nerfers101 boasts more than 1.8 million followers since its debut last year, is a junior at the University of Southern Maine and is pursuing a bachelor in business management. Her account highlights her passion for Nerf products, but it also acts a motion business card in that it demonstrates her video editing skills and love for the brand overall. Nerf noticed this niche skill set in its contest campaign, from March 26 through April 4, which saw the brand seek out a “trend-obsessed and highly creative Nerf fan to serve a three-month stint, at $10,000 per month, along with product perks such as Nerf blasters and other swag. The quest for a unique partnership proved beneficial for Nerf as well, with its TikTok account racking up 100,000 new followers in the duration of the campaign, plus over 250,000 likes during the same period. Additionally, the #NerfApplication hashtag had been viewed approximately 84 million times as of earlier this week. Once applicants were narrowed down to ten contenders, each went through a half-hour interview with a panel from Hasbro’s global marketing, public relations and social communications teams, which sought to learn what they love about TikTok in particular, and how they’d apply their knowledge and love of Nerf to the position.
When brand content needs is effective in educating customers on products and services, customers spend more time on a brand’s site according to Gartner’s report on the sector. For Nerf, which was born in 1969, the partnership marks an impressive shift towards forward-thinking in this direction. It also reflects the fact that any brand, no matter how long it’s been around, has a fair chance to shine and glean new engagement on the buzzy new platform. Indeed, throughout the campaign, the comments section on Nerf’s TikTok account was flooded with users and fans tagging Jamison and saying she was perfect for the role of chief TikTok officer. Finally, the initative provides a preview of the evolving influencer as more than a human product prop or spread-the-word-er.