Otherland TikTok

Otherland wanted to introduce the immersive world of candles to Gen Z, and to do that, they brought me on board as a Social Media & Content Intern in November 2021 and later as a full-time Content Coordinator in March 2022.

Our team was small but mighty. We were recognized as “best in class” for D2C strategies, establishing a new benchmark for modern, small businesses. Our innovative and creative marketing efforts ultimately led to Otherland’s acquisition by CURiO brands, a renowned name in the fragrance industry.

My primary role was strategizing, executing, and reporting short-form video content, specifically on TikTok. Our following and engagement grew exponentially by 1,100% in under one year. I’d achieve viral, multi-million view videos weekly with the highest at 10.2M views (and growing)! Take a look at the work I’ve done below!

TL;DR

PROJECT SUMMARY:
TikTok management, daily short-form video curation, content testing, & data-driven strategizing

DELIVERABLES:
5-6 videos weekly
Weekly TikTok Pitches
TikTok Content Strategy
Campaign Content Briefs

MY CONTRIBUTION:
Content strategy
Creative development
Creative direction
Production
Video editing
Scriptwriting
Copywriting
SEO keyword optimization
Community management
Data reporting

most viral tiktoks

Check out this heat! After rigorous content testing and data reporting, I discovered a strategy that allowed our TikTok content to skyrocket. From 6k followers to 24k, from 100 views to 10.2M in less than a year, the Otherland TikTok was a constant work in progress. The success and milestones achieved are truly unmatched. And this upward trend continues!

rumor has it…

click on the articles to read more!

“Valerie successfully navigates involvement in multiple stages of project lifecycles across Organic TikTok, Founder Content, and Paid Media. Her time management skill set has unlocked her ability to accomplish tasks further ahead of time and efficiently. She has exhibited the ability to formulate social media campaigns around team and company goals, selecting tactics, processes, and content accordingly and presents data-informed insights to the team.”

— Senior Manager of Brand Marketing

the “call your mother” campaign

Devising a strategy with high ROI tactics and a high potential for social acquisition around Mother's Day, I created the “Call Your Mother” series on the Otherland TikTok. The goal is to increase brand awareness and reach, therefore associating our product with Mother's Day gifting. Evocative of the viral Dude with Sign, I held a sign in the hotspots of NYC areas to get participants to call their mother figure (anyone who has greatly impacted their life!) in exchange for a votive.

We kicked off the “Call Your Mother” Campaign at the end of April and completed the series the first week of May. While promoting a 15% off discount code with each episode, our highest medium of revenue for Mother’s Day derived from social media!

the carefree 90s

To promote the relaunch of Otherland’s limited edition Carefree 90s Collection, the Carefree 90s social media campaign served as a time capsule and hub for all things nostalgia!

The TikTok would include several high-performing content types to help formulate the story of “convincing my bosses to relaunch the 90s Collection.” With vlogs, nostalgic toys/snack ASMR videos, our reliable candle care content, the goal was to generate hype for returning customers and increase awareness for new audiences.

The Carefree 90s Campaign resulted in several viral videos and a successful experiment on exploring new content types.

founder content (@alphagail)

In addition to my work on the Otherland TikTok, I was tasked to work side-by-side with our Co-Founder & CEO, Abigail Cook Stone in strategizing and executing content for her personal TikTok @alphagail!

Starting with 50 followers and a mini phone tripod, we kicked off Abigail’s TikTok and hit the ground running. I helped brainstorm founder content ideas, produced, and uploaded 3-4 videos weekly. Similar to the Otherland TikTok, we tested various content types and discovered that authenticity is key as a public figure. The highest performing videos were those of Abigail’s expertise and hobbies, and my work on @alphagail resulted in a 2400% follower growth and several viral videos, building awareness for the Otherland brand and for Abigail as our founder!

a spark turned into a flame!



300%

INCREASE IN FOLLOWER GROWTH



2M

TOTAL LIKES ON TIKTOK



400+

VIDEOS I'VE MADE ON TIKTOK