Last week, we talked a bit about storytelling as we analyzed how Reesa’s story captivated the attention of over 5M people for over 500 minutes. Today, I would like to go over the aftermath with you and look at the response of brands to the phenomenon, as there is an important lesson here: caring is a great advertising strategy.
Caring For Your Existing Clients
A common misconception businesses have is that once you have closed the sale and finished the sales process, there is nothing left to do. While sales are pretty transactional (you go, select the product, pay for it, get it, and go your merry way), there is way more involved in doing business than just finalizing each transaction.
How you treat your existing clients and customers might not only make a difference for them, but it can make a difference for you: happy clients share their experiences. Happy clients can generate content for your brand.
Reesa is a great example of how the level of care in your service is great for advertising: she took the time to thank and give a shout-out to a realtor she worked with when the events of her story unfolded. That video alone currently has 6.2M views, which could translate into increased business and bookings for the agent.
@reesamteesa A special “Thank You” #reesateesa #fyp #whotfdidimarry #fypシ #trending #thankyou ♬ original sound – ReesaTeesa
Caring For Your Audience Needs and Wants
Another way of showing YOU CARE as a brand is to pay attention to your audience. Reesa’s story connected with people who either identified with her, knew somebody in a similar situation, or simply understood her suffering, even if not in a personal way. People empathized with her, and the collective desire to fulfill her dreams rose. But, how does this desire matter for brands? To put it in simple words, being kind can be a powerful advertisement and a great way to humanize your brand.
Given the traction the story had and how connected people are with Reesa, any brand that gets involved with the story will FOR SURE get good reach and AMAZING PR out of there.
BMW and the Blue X5 With Cognac Interior
During her story, Reesa mentions that her ex-husband promised her a dark blue BMW X5 with a cognac interior – now known as “the Reesa Teesa’s BMW” – and the comment section got inundated with comments tagging BMW and asking them to give her the car.
We should note that at no moment during her story did Reesa ask for the car, nor was BMW obligated to give it to her; however, had BMW chosen not to respond, the backlash could have been significant. By acknowledging Reesa’s story and being kind towards her, BMW is giving their brand humanity: they are not just a luxury brand but also a brand that cares about others. A compassionate and generous brand that people would like to interact and do business with.
Whatever the car cost ends up being, it is now an investment in their brand image.
@bmw We hear you @ReesaTeesa #BMWlove #BMWX5 #fy #BMW ♬ Ted Low Rider – I Green Screen Things
The Trip to Europe
Another thing mentioned during her story was a trip to Europe. Other creators and the TikTok community made it possible for her to go by doing fundraising – again, not something she asked for but something the community decided to do for her – making her dream come true.
During her video announcement of the trip, Delta Airlines stepped up leaving the following comment:
That comment alone – at the time I took that screenshot – had 77K likes. While the number of likes does give us an idea of how many people have seen it, it might not be a complete picture of the reach of that comment; however, let’s use this number to make some fun calculations, shall we?
According to dashthis.com, overall, the average Facebook CPM (Cost Per Mille) across all industries is around $14.40 – this means that running ads on Facebook and having those shown to 77K people will cost an average of $1,108.80 – Flights from Atlanta to London are anywhere between the $600 and the $1,300 (again, data at the moment I wrote this article and based on information from Google Flights), meaning that Delta potentially will be spending the same or maybe LESS on this than what they would have spent doing advertising on Facebook. On top of saving some money and getting a GREAT reach, they are humanizing their brand the same way BMW is doing: it’s not just about a free ticket; it’s about creating a heartwarming narrative that resonates with audiences far and wide.
Expanding Kindness Beyond Social Media
Let’s look at the big picture for a moment: while TikTok served as the launching pad for Reesa’s story and narrative, its reach quickly extended far beyond the confines of the app. Viral stories like Reesa’s have a knack for transcending digital borders and making waves in the world of traditional media. It’s not uncommon to see heartwarming tales like hers featured in news segments, talk shows, and even print publications.
With each mention in the mainstream media, the spotlight on the brands involved shines just a little bit brighter, making the overall opportunity better for the brands.
Kindness has a profound impact on both individuals and brands alike. Caring is not only one of the most effective forms of advertising, but it is also the most meaningful. Whether you’re a small business or a global corporation, remember this: a little kindness goes a long way. It’s not just good for you – it’s good for the soul.
The world could always use a little more kindness.
