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ROOLEE CFO
Hiring the first "Chief Fashion Officer" via TikTok
To create worldwide recognition of Utah-based women’s fashion brand ROOLEE
by hiring a CFO (“Chief Fashion Officer”) via TikTok, a first foray into marketing on TikTok for ROOLEE and one of the very first hiring campaigns on TikTok for any company.
Strategy
Creativity & Collaboration
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2BPR worked closely with ROOLEE and TikTok’s marketing teams to develop a one-of-a-kind job search that would take place entirely on TikTok- boosting social media engagement and inspiring media coverage in print and broadcast outlets focused on fashion, jobs, tech and social media trends.
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To further expand its reach, 2BPR secured a promotional partnership with a non-profit in line with the brand's values
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For every “#ROOLEECFO” + “girlsROOL” hashtag shared, a contribution was made by ROOLEE to GirlUp, the United Nations’ Foundation championing gender equity initiatives around the globe- elevating the story and the brand’s image
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Candidates from Kansas to Korea posted videos to apply for for the “CFO” position- a bona-fide, six-month paid job creating TikTok content for ROOLEE
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2BPR worked with a panel of judges to evaluate the applicant's followers, social media engagement, and the best representatives for the brand
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The 6-month search culminated in a finale weekend in which the top 12 candidates were flown to Salt Lake City for a host of local activities, TikTok content creation, interviews with local media and the live, on-air announcement of the winning candidate, Lindsay Brooke Thomas.
Results
#Impressive #Value
2BPR secured coverage of the ROOLEE CFO campaign in The New York Post, Travel + Leisure, The Deseret News and Women’s Wear Daily, as well as local broadcast coverage on ABC’s Good Things Utah and CBS’s Fresh Living Utah. The ROOLEE CFO TikTok hashtag garnered more than 8.9 million views and the campaign over all earned more than 364,453,136 print, broadcast and online impressions, with a total earned media value of more than $10,192,914.26.
