Nerf TikTok ChannelIn March 2021, Hasbro approached our team to launch Nerf as their first brand on TikTok.
But we didn’t merely want to just start posting content to Nerf’s page.
We wanted to make a splash.
So we decided to launch a nationwide “casting call” to hire one lucky Nerf fan to become Nerf’s official “Chief TikTok Officer.”
The Strategy
I led the creative and production teams, partnering with our internal strategists, producers, and content creators to develop a plan.
To launch the campaign, we posted from Nerf’s channel and tapped China McClain and @deeestroying to announce the search.
Within a week, Nerf’s follower count increased from 0 to 42,000 followers. And the #NerfApplication tag received over 1,000 UGC submissions.
The Results
After reviewing hundreds of submissions, we hired college student Sophie Lightning to become the first ever Chief TikTok Officer.
She helped us create content for the channel, and we connected her to mentorship opportunities within the company. In 2024, she was a Forbes 30 Under 30 recipient.
As a result of the success of the campaign, we launched several other initiatives, including the Nerf Hyper Tourney to continue account growth.
By October of that year, the account had reached 460K followers and 2 million likes, achieving a 30% follower growth month over month.
AGENCY: Movers+Shakers
