Person in glasses tips back a green "LEMON LIME" soda can to drink; a hand opens the same can over a kitchen counter
Submitted by Artisan CouncilAgency IPI Score 17/100

Mountain Dew Epically Refreshing TikTok ASMR

Influencer Marketing

Artisan Council sourced two content creators to make visual ASMR TikToks for Mountain Dew's own account, and the agency reports the posts drew 77K views.

77KTikTok Views
7,700TikTok Likes

Case in 60 seconds

Mtn Dew wanted ASMR content for its Epically Refreshing campaign that went beyond the familiar format, and because the videos were to run exclusively on the brand's own TikTok account, it needed creators to make the work rather than to distribute it.

The campaign turns on repeat viewing of a satisfying visual rather than on creator reach, because the page describes ASMR as something fans wanted to watch again and again and the posts ran on the brand's account rather than the creators' own.

Artisan Council sourced two content creators to make next-level visual ASMR TikToks featuring Mountain Dew, with the drink front and center in each video rather than sitting in the background as a prop.

Two creators, credited in the brand's captions as @fritzdoesart and @sosatisfying, each made one visual ASMR TikTok featuring Mountain Dew, one built around a Mtn Dew slushy, and both videos were posted exclusively to the brand's own TikTok account.

Artisan Council reports that the two TikTok posts drew 7,700 likes and 77,000 views, which the page presents as the whole result, with no engagement rate, sales figure or follower growth attached to either post.

Strategy Breakdown

Fans and TikTok audiences the brand wanted to excite and entice with ASMR content, in the page's own terms, with no further demographic or market definition given.
Mountain Dew acts as publisher rather than sponsor, because the videos ran on its own TikTok account and the creators were thanked by handle in its captions.
The agency describes the ASMR as something fans wanted to watch again and again, so the work was built around repeat viewing of a satisfying visual rather than a single message.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • Artisan Council

Creator role

  • fritzdoesart — creator
  • sosatisfying — creator

Results & Evidence

MetricValue
TikTok Views77K views
TikTok Likes7,700 likes
TikTok Posts2 TikTok posts

Why Artisan Council's strategy worked

  1. 1

    Where content runs on the brand's own account, creators can be cast for production craft rather than audience size, because the brand's following supplies the distribution while the creator supplies the format.

  2. 2

    A format built for rewatching, such as visual ASMR, gives a product a reason to stay on screen for the whole video, so the drink becomes the subject of the post rather than a placement inside it.

  3. 3

    Crediting creators by handle in the brand's own caption keeps authorship visible on a brand-owned post, which lets creator content sit on a corporate account without the creator's name being lost.

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