Vayner Media x TRIBE = A Proven Paid Performance Winner for HALLS

HALLS is on a mission to be the go-to relief tool for Millennials by sparking positive debate around the dreaded Man Cold. To help raise awareness for this ‘terrifying’ condition affecting men, HALLS created a limited-edition Man Cold Relief Kit packed with quirky and functional items to help men get over their ‘terrible’ colds.

What better way to subtly poke fun at The Man Cold ‘epidemic’ than to engage comedy creators? That’s exactly what the VaynerMedia team did by teaming up with TRIBE creators to shoot hilarious short-form videos that achieved some staggering organic and Paid Media results - proving a comedic approach (no matter the product) cuts through. 

The Objective

Partner with top content creators to generate high-quality, engaging content.

To drive awareness for the HALLS brand and increase participation in their sweepstakes competition, where entrants could win a coveted Man Cold Relief Kit.

Key metrics included reach & impressions, engagement and video view-through rate.

The Solution: 

VaynerMedia partnered with TRIBE to generate comedic content from our opt-in creator community. Dozens of creators pitched their ideas, with two comedians; @tuckercomedy and @mayaandhunter, selected for the campaign. Tucker and Maya & Hunter created two short-form videos each, with all four published organically on Instagram;
1: An awareness-led Reel telling the story of how The Man Cold impacts men
2: A Reel promoting the Man Cold Relief Kit driving traffic to HALLS' new TikTok account and entries via the sweepstakes competition post

The content was launched organically on Instagram and further boosted in Paid Media across Meta, TikTok and YouTube alongside HALLS’ brand-generated assets.

But why comedy creators? Humor makes ads 11% more distinctive and 90% of us are more likely to remember them. Combine that with the storytelling power of content creators, who have perfected the art of capturing and maintaining the attention of their audiences, it’s a recipe for success. Think about it. Collectively, over 1.2 million people follow Tucker and Maya & Hunter because they make them laugh giving brands like HALLS the ability to show up in front of this huge audience in a highly organic, and effective way. 

The Content: 

Watch @tuckercomedy's videos:

Watch @mayaandhunter's videos:

The Results: Great organic performance. Eye-watering paid results

First, all four Reels gained exceptional organic results largely amplified by the high volume of shares comedic content has the power to draw. By creating content worth sharing Tucker and Maya & Hunter’s Reels gained over 10 million views - 8.3x more views than their combined audience size of 1.2M. While all engagements are powerful (including the 61,230 gained here) it was the 17,000+ shares that served as the strongest algorithm driver and brought this content to the masses.

Then, VaynerMedia amplified all 4 short-form videos to power mass impressions, engagements and VTR across Meta, TikTok and YouTube. 

First, the awareness-led videos. Across all three platforms, Maya & Hunter received over 100 million impressions, and Tucker - 35 million. That’s a lot of brand awareness!

The conversion-led Sweepstakes videos were run alongside HALLS’ core branded assets and outperformed, or were on par, across engagement rate (Meta +2x, YT Shorts +2.6x, TikTok on par) and VTR (Meta +8.8x, TikTok +1.3x, YT Shorts +2.55x) metrics on all three platforms. In addition to driving over 23M additional impressions. Check out the key highlights below:

Key takeaway?

Quality content doesn’t just hook audiences, it keeps them hooked.

Short-form video is typically defined as any video under 60 seconds. Tucker’s Sweepstakes content ran for 90 seconds and achieved a 36% VTR - an incredible result for any ad creative, and 8.8x higher than HALLS' brand-generated creative average on Meta. On any platform, short videos are considered the secret ingredient to successful advertising, but Tucker’s 90s-long video also racked up 2.6x more engagements than HALLS’ short and punchy brand ad on YouTube.

In other words... audiences will watch longer videos, but only if you give them a reason to. And what better reason than a laugh? 

Ready to generate high-performance creator content for your brand?