2024 TMSA Trailblazer Award: Drop & Hook and Wreaths Across America

ELEVATOR PITCH:

With #WreathsAcrossAmerica earning 2.7 million views before the nonprofit even had a profile, we knew there was untapped potential on TikTok. It was time to join the conversation. Leveraging insights gained from our social listening audit and our competitor and aspirational brand analysis, drop & hook crafted a comprehensive four-phase TikTok strategy aligned with Wreaths Across America's mission.

A key part of this strategy featured our 'Moving the Mission' message aimed at forging partnerships with transportation companies. Each year, Wreaths Across America’s transportation partners are responsible for moving over three million wreaths to more than 4,200 national cemeteries across the country. As the mission grows, so does the need for more trucking companies to get involved.

We launched our TikTok profile in August 2023 ahead of National Wreaths Across America Day, which took place on December 16, 2023. Over the course of seven months, we published 32 impactful TikTok videos, with 10 videos focused on our transportation content program. These videos featured inspiring interviews with drivers, providing a firsthand look into what 'moving the mission' truly means. By breaking through the noise and connecting with our niche audience, we successfully launched Wreaths Across America’s TikTok account.

MEASURABLE RESULTS AND OBJECTIVES ACHIEVEMENT:

In addition to our TikTok strategy, we created a Best Practices Guide and video templates for the Wreaths Across America staff to utilize. Our combined efforts resulted in significant growth, amassing 575 TikTok followers, 53.7K video views, and 2.6K engagements from August 2023 to February 2024. Not only did we join the conversation, we made a meaningful impact that continues to grow. In addition to brand awareness, we inspired drivers to get involved.

BLAZING A TRAIL:

Wreaths Across America's TikTok profile stands out as a trailblazer in the transportation industry by combining innovation with purpose. The emphasis on our "Moving the Mission" message not only highlights the unique role of transportation partners but also positions Wreaths Across America as a pioneer in utilizing TikTok to connect with a niche demographic. This trailblazing approach has not only benefited Wreaths Across America, it has also set an example of how to utilize TikTok successfully for others in our industry.

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