Vita Coco Capitalizes on Viral TikTok Trends to Engage Audience

BRAND MENTALITY™ CASE STUDY

Vita Coco Capitalizes on Viral TikTok Trends to Engage Audience

Top multinational beverage company uses Brand Mentality™ to drive viewers to Amazon product page.

TikTok creator dancing to the music

THE GOAL

Vita Coco wanted to capitalize on viral TikTok trends to reach its target market in an exciting and eye-catching way, increase purchase intent and drive traffic to its Amazon product page.

The brand partnered with Sightly to harness the power of Brand Mentality™—Sightly’s proprietary platform that matches the latest trends with your brand’s custom opinions & content preferences—in order to effectively identify trends on TikTok and develop creative and distribution strategy at speed.

THE METHOD

Sightly’s Anticipation Software™ monitors real-time trends across the digital landscape and filters them according to Vita Coco’s custom profile in our Brand Mentality™ platform.

Nature's Cereal post

It identified the Nature’s Cereal trend on TikTok, which was first introduced by @natures_food and popularized by Lizzo that involves users creating a meal of blueberries, strawberries, pomegranate seeds, and coconut water.

The platform identified the trend’s relevance to Vita Coco, and recommended action.

Within 24 hours of trend identification, the Sightly team was able to:

  • Provide strategic advisory and creative oversight
  • Launch Vita Coco’s own Nature’s Cereal promoted post on TikTok featuring its hero product, and
  • Include an “order now” CTA, which drove viewers to Vita Coco’s Amazon product page.

The content was boosted over a two-day flight to stay within the framework of fleeting TikTok trend relevance.

THE RESULTS

tiktok viewer comments

Vita Coco’s trend-centric TikTok approach fueled by Brand Mentality™ was a huge success. (Read more about it in this recent Marketing Dive article.)

The campaign led to a .64% CTR (+35% above benchmark), indicative of an increase in purchase intent and site traffic to the brand’s Amazon product page.

The two-day flight also more than doubled the brand’s organic social following on TikTok and created a huge buzz with viewers.

Many of them commented on how quickly Vita Coco participated in the viral trend, a testament to the power of Brand Mentality™ and Sightly’s ability to monitor real-time trends and match them to any brand’s custom campaign needs.

Want to know more about this success story and how to create yours?

Let's Talk

Major CPG Company Follows Brand Mentality™ Signals to TikTok Audience

TIKTOK CASE STUDY

Major CPG Company Follows Brand Mentality™ Signals to TikTok Audience

Top multinational beverage company expanded reach to TikTok and achieved a 61% lift in ad recall.

TikTok influencer

THE GOAL

Sightly’s Brand Mentality™ technology identified a strong audience-alignment opportunity on TikTok for its American multinational beverage company partner.

The team decided to run a test campaign with the primary KPI of brand awareness, as measured by ad recall via TikTok’s Brand Lift Study feature.

THE METHOD

Sightly used the advanced analytics in its Brand Mentality™ platform to align signals from its expansive data stream with the brand’s business priorities and identified a specific TikTok content category as a strong fit for the brand and its message.

TikTok app on phone screen

We guided the brand through its first ever TikTok campaign.

The analysis used first party data to identify influencers and target specific creators that best aligned with the brand, its audience and the TikTok video topics.

Sightly distributed short form video creative featuring the TikTok influencers and timed the campaign for the period leading up to a promotional holiday for the brand’s category.

THE RESULTS

%

Increase in ad recall

A 61% increase in ad recall demonstrates success in reaching the desired nationwide audience, and is a strong indicator of large increases in awareness among the target demographic and interests.

Beyond the lift in ad recall, Sightly’s TikTok campaign generated a CTR of .59%, 24% above the TikTok benchmark. Females engaged with the ad more than males, a learning that will guide future strategies for the brand on TikTok and other scalable platforms.

Also, in looking at TikTok’s performance against other digital platforms, Sightly’s TikTok campaign was more cost efficient at driving clicks than three other paid media platforms.

Sightly’s approach, initiated by its Brand Mentality™ technology, allowed the brand to capitalize on trends and content in real time. The ability to identify a new ad platform, content category and influencers for expanding the brand’s reach led to significantly increased ad recall and valuable learnings.

Want to know more about this success story and how to create yours?

Let's Talk

Data Scientist

CAREERS

Data Scientist

Sightly is in an exciting stage of expansive growth! We deliver transparent, effective, and brand-safe ad campaigns that drive outcomes on the world’s largest video platform.

We are looking for an experienced Data Scientist to join our team! This role will work on the Data Science and Analytics team developing machine learning models, data science products and derived metrics that help us stay competitive across our advertising platforms.

Sightly is an equal opportunity employer.

DUTIES INCLUDE

  • Gathering and analyzing unique ad placement and performance data
  • Generating insights based on our ad placements and performance
  • Building heuristics and models that allow us to quickly optimize ad campaigns
  • Understanding and communicating data requirements for the purpose of product development
  • Communicating results with key stakeholders across internal business units and external clients

SKILLS REQUIRED

  • 2-3 years experience as a Data Scientist building machine learning models and analyzing data
  • Bachelor’s degree or better in a quantitative field (computer science, engineering, mathematics, statistics, economics, etc.)
  • Excellent experience with a modern data science programming toolset (Python, Jupyter or similar notebook environment, PyTorch/Tensorflow or similar machine learning framework)
  • Excellent data intuition and analytical skills (understanding and identifying sources of bias, able to derive insight from unstructured data)
  • Good understanding of modern machine learning algorithms (tree models, SVM, deep learning)
  • Good experience with feature engineering 
  • Good relational database experience (PostgreSQL or similar)
  • Some experience developing software services for machine learning models, especially REST APIs (FastAPI or Flask preferred)
  • Familiarity with and experience using git or similar code versioning software 
  • Eagerness to learn new technologies and follow industry best practices in an ever-evolving field
  • Able to communicate complex data science concepts to non-technical audiences

NICE TO HAVE

  • Snowflake data warehouse experience
  • Docker/Kubernetes or similar containerization experience
  • Masters degree in a quantitative (computer science, engineering, etc.) field
  • Experience deploying and updating machine learning models to a production environment
  • Experience utilizing state of the art machine learning methods for natural language processing, video semantic segmentation, clustering, etc.

ABOUT SIGHTLY

Sightly is a high-performance media services and technology company that uses data science and analytics to deliver unrivaled business outcomes and client service.

We’re smart, agile digital media experts, bolstered by strong partnerships and innovative tools. We’re people of all ages, backgrounds and personalities who share the same ambitions to make a difference for customers, build innovative solutions and have fun doing it. If you’re ready to join a team that works hard, plays hard and loves to win, then we want to hear from you.

If this sounds like fun, send us your resume and cover letter!

Senior Account Manager/Account Manager

CAREERS

Senior Account Manager /
Account Manager

Sightly is in an exciting stage of expansive growth! The company has built its success by driving clients’ media objectives through tangible results. We are experts in strategic planning, execution, optimizations, and insightful reporting that provide actionable learnings for our clients.

Sightly is doubling down on outcome-based solutions with new products and offerings that are unique in the market and will bring our clients’ approach to media and activation to the next level!

Our work environment is fast-paced and entrepreneurial, and we are hyper focused on delivering exceptional results for our customers. We’re looking for a Senior Account Manager / Account Manager (determined by experience and capabilities) with this same energy and drive to lead day to day client communications and help ensure that we exceed their expectations.

This is a full-time position based in NYC. It’s an opportunity to join a company with an amazing culture based on collaboration, unified goals, and entrepreneurial spirit!

Sightly is an equal opportunity employer.

RESPONSIBILITIES

  • In conjunction with the sales team, build, nurture, and grow relationships with agencies and direct clients to maintain and grow business
  • Act as main point of contact for all client day-to-day account needs to ensure that all of their needs are understood and effectively addressed
  • Collaborate with sales and performance managers for seamless transition from pre-sale through kick off and activation, including spearheading client kickoff meetings, communicating effectively and comprehensively client KPIs and campaign details to performance management, and liaising with internal teams for any custom creative development and passthrough of assets, tags, etc.
  • Deliver reporting complete with insightful storytelling and supporting data throughout campaign
  • Work with performance managers to identity optimization opportunities to exceed performance expectations and showcase Sightly’s hands-on approach to campaign management
  • Work with sales to identify and position upsell and cross-sell opportunities
  • Communicate all billing details to finance department so that finance can issue invoices in a timely and accurate manner
  • Collaborate with various internal departments to both meet all clients’ needs and shape Sightly’s trajectory as we adapt and evolve to the changing marketplace
  • Promote account management team success through collaboration, knowledge sharing, and overall good vibes!
  • Promote company success through collaboration, an openness to new ideas, and a willingness to share your own!

WHAT YOU’LL BRING TO THE TABLE

  • High integrity, smarts and dedication. We are looking for uncommonly strong account management professionals with a highly collaborative, value-driven, honest, and direct approach to delivering customer success.
  • Excellent written and verbal communication and presentation skills. Ability to guide with confidence and understanding, and strategically handle objections and resolve customer issues.
  • Proactivity to anticipate client needs, along with a solutions-oriented attitude to employ solutions that clients feel great about
  • Ability to engage with data and provide exceptional storytelling and actionable go-forward recommendations
  • Three+ years of brand/agency experience, with a proven track record in meeting and exceeding customer success metrics, goals and customer growth.
  • Top notch organizational, people and time management skills
  • Desire to succeed in a fast-paced environment with dynamic needs and deadlines
  • A collaborative spirit that can adapt with a highly dynamic company (That’s what makes it fun!)

ABOUT SIGHTLY

Sightly is a high-performance media services and technology company, with a focus on data science and analytics, that delivers unrivaled business outcomes and client service.

We’re smart, agile digital media experts, bolstered by strong partnerships and innovative tools. We’re people of all ages, backgrounds and personalities who share the same ambitions to make a difference for customers, build innovative solutions and have fun doing it. If you’re ready to join a team that works hard, plays hard and loves to win, then we want to hear from you.

If this sounds like fun, send us your resume and cover letter!

Human Resources Manager

CAREERS

Human Resources Manager

Sightly is a marketing and media technology company, focusing on digital video advertising and analytics, that delivers unrivaled performance and client service.

We use data science and expert human know-how to maximize outcomes and align each customer’s Brand Mentality™ at speed, no matter what lies ahead.

Our smart, agile approach to media planning, buying and fine tuning extends across YouTube, TikTok, Connected TV and OTT live streaming video and all premium publishers and networks.

We are seeking a full-time Human Resources Manager to manage the functions of the Human Resources department including employment-related legal compliance, recruitment and onboarding of staff, and the administration of compensation, benefits, and company policies and practices.

The ideal candidate must be detailed-oriented with strong analytical and problem-solving skills; have strong communication and time management skills; demonstrate the ability to act with integrity, professionalism, and confidentiality; and have experience in diversity, equity and inclusion.

The position requires a minimum of five years experience as a human resources generalist and reports to the Chief Financial Officer and Head of HR. We offer a competitive salary and bonus.

 While our company continues to work remotely for the foreseeable future, this position is based in Sightly’s NYC office.

Responsibilities:

  • Develop and implement HR strategies and initiatives aligned with the overall business strategy

  • Collaborate with hiring managers and assist in the recruitment process for new hires

  • Process new hire paperwork, create and develop on boarding experience that engages
    and integrate new employees into company culture and goals

  • Nurture our positive, fun and rewarding culture for employees

  • Support employee retention goals

  • Act as main point of contact for PEO partner and benefits program

  • Stay abreast of external trends and research relevant to HR and talent management

  • Proactively identify improvement opportunities to enhance WFH model/Hybrid model
    and other initiatives around flexible work
  • Monitor PTO and leaves of absence based on employee need, as well as company and
    government requirement
  • Ensure compliance of employment and payroll practices per federal, state and local laws
  • Provide interpretation of HR policies, practices, and procedures to employees and
    managers
  • Manage the company’s COVID related protocols and ensure that protocol is updated
    with changing CDC and DOH guidance
  • Anticipate obstacles and proactively offer and implement solutions to keep up with the
    growth of the business
  • Drive employee events, wellness initiatives and development programs
  • Promote diversity and inclusion through the implementation of company-wide diversity,
    equity and inclusion programs

Qualifications:

  • Bachelor’s degree required

  • 5+ years of HR experience

  • Excellent communication and interpersonal skills with a high level of emotional
    intelligence

  • Excellent planning and organizational skills

  • Strong team player who has the ability to effectively partner and collaborate across
    teams

  • Self-motivated with strong initiative to achieve high standards/results

  • Ability to protect highly confidential and sensitive information

  • Ability to adopt and lead change

  • Ability to research HR compliance & standards

  • A warm, authentic, and fair personality

  • Strong recruiting skills and ability to improve talent acquisition strategies

If this sounds like you, send us your resume and cover letter!