The quarantine TikTok boom of 2020 made every brand realize they needed to get on the platform. And while many have improved their ability to candidly connect with TikTok consumers, cringe-worthy dance challenges with outdated viral sounds still run rampant.
However, from its inception, Movers+Shakers has produced TikTok messages that feel more like organic entertainment than ads. An early example is its 2019 creation of the song #EyeLipsFace for beauty brand e.l.f, a disguised jingle that became the most viral campaign in the platform’s history, racking up to 7 billion views and 5 million user-generated videos. This year, the agency has garnered 250 billion total views on all social campaigns for its clients, which include Nerf, Neutrogena and Netflix.
As an early adopter of TikTok, its shift into creating BeReal strategies for brands comes as no surprise. The agency has a way of taking uncool, unsexy brands and helping them find their footing on social media and in culture, according to a spokesperson.
Movers+Shakers has also always put diversity and inclusion at its forefront. The agency was founded by two members of the LGBTQ+ community, is made up of 60% women, and 40% of employees are from ethnically diverse backgrounds. In the past year, all the agency’s campaigns have racked up more than 10 billion media impressions, scoring appearances on Stephen Colbert and Drew Barrymore’s talk shows. —Emmy Liederman