Clancy’s Auto Body, a small car body shop located in Fort Lauderdale, Florida, has taken the social media world by storm with their successful TikTok marketing strategy.
The shop’s success is primarily attributed to a humorous approach to social media and the use of internet celebrity, Maxwell the Cat, who has become a regular feature in the shop’s TikTok videos.
TikTok Marketing Strategy
The videos quickly garnered attention, with their first-ever video amassing millions of likes in a matter of days.
The shop’s online following, #ClancysCult, quickly emerged, drawing viewers worldwide.
The success has also spilled over to other platforms, with the shop’s Google business listing flooded with positive reviews.
The shop’s social media manager, Joel Velazquez, has capitalized on the humor and meme culture that resonates with TikTok audiences, creating characters and plotlines that create an engaging and authentic feel.
Social Media Is a Valuable Tool
However, the success has not come without some concerns.
Advertising experts and social media managers are asking whether this kind of approach is necessary to gain attention on TikTok.
Although Clancy’s Auto Body has gained a large following, it remains to be seen whether the videos will translate into customers.
Despite these concerns, the shop’s success has proven to be a valuable lesson in the power of social media marketing.
The combination of humor, relatability, and authenticity has helped Clancy’s Auto Body build a significant following, and the attention has led to interview requests from national media.
As for Maxwell the Cat, he started life as a photo uploaded to Imgur five years ago and has become one of the internet’s biggest celebrity.
He has become an integral part of Clancy’s Auto Body’s branding strategy, and fans of the shop can expect to see him featured on upcoming merchandise.
Brands Hopping on to New Trends
Clancy’s Auto Body’s success on TikTok also highlights the importance of adapting to new trends and technologies in the marketing world.
As social media platforms continue to evolve and gain popularity, businesses that are able to stay ahead of the curve will have a competitive advantage over those that don’t.
However, larger brands should be cautious when attempting to replicate this approach.
Clancy’s Auto Body’s success is due in large part to its status as a small business.
The approach may not work for larger companies, and attempts to communicate otherwise often feel inauthentic. However, there have been some success stories of larger companies seeing boosted sales from social media trends.
Let’s have a look at some of the other recent examples of other, albeit larger, businesses benefitting from social media exposure and trends.
Chipotle Adds a New Menu Item
Businesses hopping on TikTok trends is not a new phenomenon. Recently, fast-food chain Chipotle has leveraged the popularity of TikTok hacks to boost its sales.
Chipotle first added a new item to their menu after a TikTok user went viral for sharing a hack to make a cheaper burrito.
The hack involved ordering a bowl and a tortilla on the side, allowing customers to make their own burrito with more filling.
Later, another TikTok user posted a video of her customized Chipotle order, a quesadilla with extra toppings, which also quickly went viral.
Chipotle caught on to the trend and added the quesadilla to its official menu, showing how businesses can benefit from keeping an eye on social media trends.
Ocean Spray and the Fleetwood Mac “Dreams” Challenge
In 2020, a TikTok user posted a video of himself skateboarding while drinking Ocean Spray cranberry juice and lip syncing to Fleetwood Mac’s “Dreams.”
The video went viral and sparked a trend, with many users creating their own versions of the “Dreams” challenge.
Ocean Spray quickly caught on to the trend and even gifted the original a truck filled with cranberry juice.
The company also saw a boost in sales following the trend’s popularity.
Dunkin’ and the Charli D’Amelio Drink
In 2020, TikTok star Charli D’Amelio revealed her go-to order at Dunkin’ Donuts: a cold brew with whole milk and three pumps of caramel.
The drink quickly became known as the “Charli,” and Dunkin’ even added it to its menu as a limited-time offering.
The drink was a huge success, and Dunkin’ reported a 57% increase in cold brew sales during the promotion.
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Article In a Snapshot
Clancy’s Auto Body’s success demonstrates the value of using social media as a marketing tool and the importance of staying up-to-date with new trends and technologies in the industry.
The story demonstrates the power of social media as a marketing tool, especially for small businesses with limited marketing budgets.
The shop’s successful approach highlights the power of humor, relatability, and authenticity, and its success has become an inspiration to other small businesses looking to break into the world of social media marketing.
While larger brands can benefit from social media exposure, they need to be cautious when replicating the approach of small businesses like Clancy’s Auto Body, as it may feel inauthentic.
Recent examples of other businesses benefitting from social media exposure and trends include Chipotle and Dunkin adding viral menu items to the menu, Ocean Spray and the Fleetwood Mac “Dreams” challenge, and many others.
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