Content Strategy
The TikTok Content Strategy That Introduced A New Deodorant Brand To Gen X
Content Creation
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TikTok Strategy
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Social Media
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2023
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Content Strategy
The Project
From March to July 2023, I worked at Authentic Community Marketing — a digital agency supporting community-driven marketing for consumer brands. My primary project was Miles Deodorant, a new brand for teens and tweens entering the market with zero established social presence.
This page showcases a selection of the content I developed across three distinct creative concepts, each grounded in a specific insight about how Gen X relates to deodorant, hygiene, and identity on TikTok. The actual body of work produced across this engagement was larger.
What I Did
My role was end-to-end: content strategy, scripting, filming, editing, and posting — working under Lindsay Donnelly, Founder and CEO. I collaborated closely with the creative and strategy teams to ensure content aligned with the brand's positioning, and tracked performance data to shape each new round of content.
The core finding that shaped everything: highly produced content underperformed. Raw, authentic, slightly uncomfortable content won. The brand's job wasn't to sell a stick of deodorant — it was to become the brand that gets it.
Challenge
Scent is a core product attribute — but it can't be experienced digitally. How do you make someone feel a fragrance through a screen?
Insight
TikTok is a sound-first platform. Music drives emotion, identity, and cultural relevance — making it a powerful sensory substitute for fragrance. People instantly understand a mood through sound.
Strategy
Translate each fragrance variant — Rugged, Fresh, Clean — into a curated Spotify playlist, then produce three TikTok videos introducing each playlist as a sonic interpretation of the scent.
144.8K
Part 1 Views
541.5K
Part 2 Views
10.4K
Part 3 Views
Campaign Videos
Challenge
Deodorant is a functional product, but the real tension lives in social moments — awkward conversations, unspoken rules, and cultural discomfort around body odor. Create content that's relatable without being preachy.
Insight
Street interviews thrive on TikTok because they capture raw, unscripted reactions. When people are asked uncomfortable but universal questions, their honest responses become entertainment — no script needed.
Strategy
Film street interviews in Times Square, NYC, asking strangers questions about hygiene, smell, and social discomfort. Position Miles as a cultural ally — the brand that understands the awkward moments everyone relates to but nobody talks about.
99.6K
Views
"How do you tell someone that they smell?" — one video, one question, 99.6K views. Authenticity and discomfort paired is a TikTok formula that works.
Campaign Videos
Challenge
Deodorant is typically marketed as a fix for embarrassment, positioning sweat as something shameful to hide. The challenge was to reframe it in a way that feels empowering rather than anxious.
Insight
When people are fully immersed in something they love — sport, music, work — sweat is a byproduct of passion. It's not a problem. It's proof you showed up. That reframe changes the entire emotional context of the product.
Strategy
Position Miles as a quiet supporter — enabling people to show up fully without interruption. Keep the tone raw, visual, and motivational. No fear. No insecurity. Just effort, desire, and personal drive.
Campaign Videos
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