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Company: LINK Agency, Beverly Hills, CA
Company Description: LINK makes ads entertaining and builds viral brands on TikTok. We specialize on TikTok creative campaigns supported by our patent-pending framework. Our ability to generate organic impressions at scale is unmatchable, having generated over 3 billion impressions and ignited 2 million user generated content.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Influencer Marketing Campaign of the Year
 Nomination Title: LINK Agency's Pura Vida Campaign with Charlie D'amelio
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
May 1st, 2021
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
Written answers below
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 173 words used.
Genesis of the nominated campaign or program: Linking Up Pura Vida With Creative Strategy, Sound Implementation, and TikTok Creators: How LINK Agency Enabled Their Scalability On TikTok
About Pura Vida (the client): Pura Vida is a jewelry company committed to providing sustainable employment for communities of artisans who handcraft bracelets to spread the “pura vida” lifestyle, and igniting positive change for people and the planet.
Why was the campaign initiated? Pura Vida found themselves needing to develop more disruptive campaigns on TikTok to take their presence to the next level. They got it touch with LINK Agency to gain more coverage about their partnership with the influencer Charli D’Amelio and seek creative ideas for the execution of the TikTok campaign, ultimately leading to the #ShowUsYourHappy challenge.
“LINK Agency immediately provided value; they helped us reframe our view of the platform, opened doors to talented creators we wouldn’t normally have access to, and allowed us to scale our brand without having to expand our team internally” – Vanessa Skaggs, Marketing Manager at Pura Vida.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 167 words used.
LINK Agency conducted a deep dive of Pura Vida’s brand identity and designed the creative strategy for their three-week optimal TikTok campaign. They also created multiple pieces of content for the Pura Vida page, which were concentrated over a 15-day timeline for maximum impact.
LINK Agency also provided creative input for song implementation and advice about music licensing on the growing video platform – a disruptive method for establishing brand awareness.
“LINK Agency takes a different approach to other agencies – they are data-driven and ingenious. They don’t just connect you with a network of creators for branded content videos; they have a knack for picking sounds that have the potential to go viral and reflect your brand to a T”, Pura Vida affirmed.
This helped make the chosen song - Pura Vida Feel Like By Andrey Azizov - go viral on TikTok with over 11,000 user-generated videos and over 100 million organic views. The use of micro creators was leveraged thereafter to amplify the challenge.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 144 words used.
LINK Agency implemented tracking and reporting of the content generated. These were the results:
- The promotion resulted in a 2.2x growth of their brand channel from 117,600, to 256,400 followers during the promotion time
- (Before the campaign launch the page was growing at ~12 new followers a day, and right after stagnated at ~1,300 new followers a day)
- They activated the attention of 46 creators, who generated 9.3M impressions with their posts
- The campaign resulted in over 100 million total views from the TikTok videos using the Pura Vida sound and a total of 10.8M likes (May 2021)
- PR mentions included TeenVogue and Yahoo News
All activities mentioned above for this campaign happened since the beginning of 2020. The agency however has been specializing in data-driven, short form advertising optimized for the attention span of the TikTok generation.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 109 words used.
Original videos from Charlie D'Amelio (just to clarify that LINK did not direct these):
- Pura Vida TikTok Links:
- https://www.tiktok.com/music/Pura-Vida-Feel-Like-By-Andrey-Azizov-6932988963015756549?_d=secCgYIASAHKAESMgowzulEvHuE9wcnr5beP%2B8Bt3rZwh%2F5nhuS9wt0MWFF7Q%2BN02MLWCM%2BhDSPd1uNFpSaGgA%3D&
- https://www.tiktok.com/@puravida/video/6935123067492453637?_d=secCgYIASAHKAESMgowzulEvHuE9wcnr5beP%2B8Bt3rZwh%2F5nhuS9wt0MWFF7Q%2BN02MLWCM%2BhDSPd1uNFpSaGgA%3D&
- Original videos from Charlie D'Amelio as well
- https://www.tiktok.com/@charlidamelio/video/6936354781451635974?share_item_id=6936348099916860678&
- https://www.tiktok.com/@charlidamelio/video/6934393397360839941?_d=secCgYIASAHKAESMgowzulEvHuE9wcnr5beP%2B8Bt3rZwh%2F5nhuS9wt0MWFF7Q%2BN02MLWCM%2BhDSPd1uNFpSaGgA%3D&
Other useful links:
Lastly and potentially worthy to mention too is that the Portuguese co-founders Francisco and Francisco have been mentioned in the Forbes 30 under 30 Marketing & Advertising list, which shows the impact they've made so far with their work, building the company and team which was responsible for this influencer campaign.
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