Young man with dark hair in a blue fleece takes a big bite of a grilled wrap outdoors, with bare trees behind him
Submitted by TRIBEAgency IPI Score 32/100

Carex Life's a Handful TikTok Creator Campaign

Influencer Marketing

TRIBE ran the #LifesAHandful perfection to reality campaign for Carex UK on TikTok, the brand's first on the platform, which TRIBE reports reached 1M+.

1M+Reach

Case in 60 seconds

Carex UK had built its creator work on still photography for Instagram, so a first move onto TikTok meant testing influencer marketing in an unfamiliar format while still driving awareness of its hand soap range.

TRIBE's brief turned on the gap between the styled spaces creators usually share and the messy reality behind them, because hand soap belongs in that unstyled reality rather than in the polished version.

The #LifesAHandful campaign asked TikTok creators to make quick videos built on the perfection to reality trend, with Carex hand soaps placed front and centre in each before and after reveal.

Creators pitched their own takes on the brief, showing kitchens and styled workspaces before revealing the messy reality behind them on TikTok. Food TikTokker @elburritomonster instead shot a burrito wrapping video set to a Carex-themed rendition of a Jason Mraz song.

TRIBE reports in its headline that Carex reached 1 Million+ with its first TikTok campaign, and says the @elburritomonster burrito video out-performed the rest of the work and went viral.

Strategy Breakdown

Hand soap is a functional household product, so Carex needed a TikTok format that placed it inside content people chose to watch rather than a product shot built for Instagram stills.
Creators habitually share styled versions of their kitchens and workspaces, so the perfection to reality trend let them show the mess behind those posts, which is where hand soap is actually used.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • TRIBE

Creator role

  • elburritomonster — creator

Results & Evidence

MetricValue
Reach1M+

Why TRIBE's strategy worked

  1. 1

    A specific brief can still produce its strongest result away from the brief, because the @elburritomonster burrito video became the viral post, so a creator brief should leave room for ideas the brand did not ask for.

  2. 2

    A brand moving from Instagram to TikTok gains more from trend-based video than from carrying over still photography, because TRIBE treats creativity rather than polish as the force that drives results on TikTok.

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