How blockchain and TikTok work together — Benoit Vatere // Mammoth Media

The opportunity people need to take advantage of, and where marketers are getting it wrong, is you can get organic views and virality and still have a pull-through strategy to get ROI. What if you can use blockchain technology to make every content view on Tik Tok count? Listen to Benoit Vatere, CEO and Founder at Mammoth Media, as he discusses how blockchain and Tik Tok work together.

About the speaker

Benoit Vatere

Mammoth Media

Benoit Vatere is CEO and Founder at Mammoth Media

Part 1How Liquid Death leverages TikTok to build its brand — Benoit Vatere // Mammoth Media
Part 2 How blockchain and TikTok work together — Benoit Vatere // Mammoth Media

Show Notes

02:19

Blockchain and TikTok, what do they have in common?

Blockchain is enabling brands to move actual users from a digital view into retail with a new kind of rebate.
04:36

How the TikTok and blockchain rebate work

A video creator can do a call-out and says on your next case of liquid death, three bucks on me, swipe up, click down. It takes users to a page that captures phone numbers and provides a full attribution between the rebate on that specific phone number and the view of that content on Tik Tok. And the brand owns all the receipt data.
07:50

The challenge CPG brands faced running coupons and rebates through the retailers

It took 8 to 12 weeks to get the coupon issued. And once the coupon is issued, there's nothing else you can do.
08:23

The blockchain effect

Before, the data was behind the retailer's loyalty program. It was very frustrating to many brands if they didn't have access to this data. But with blockchain technology, a brand can now do much more with its data.
10:59

Assessing the sales opportunity an influencer can provide

In CPG, campaigns are producing between 3 and 5% click-through rate on videos.
12:03

Awareness is not enough; you need to have a pull

You get so much when it comes to awareness. But in an economy like this, you need to have an ROI in place

Quotes

"The ability to decentralize data is extremely valuable, in my opinion, especially for us marketers that have access to what we call third party data, or for the brand, which not a lot do you have first-party data, a lot of brands, especially CPG. Brands are data-poor. And then there is zero-party data, data that doesn't belong to anybody but to the user itself, which is where blockchain can come to play." - Benoit Vatere
"We built and are still building the ability to leverage web three without talking about web three and without having to educate the brand about web three. But you leverage web three to move actual users from a digital view walking into retail. We did that by building a new kind of rebate on the chain." - Benoit Vatere
"When you create content on TikTok or Instagram, you can offer your viewers, your audience, to walk into the store by having a rebate in their hands. And web three, or let's call it blockchain technology, enables you to do that properly." - Benoit Vatere
"All the CPG brands, when they wanted to run coupons or rebates in the past, they had to lean on the retailer, right? And the retailer had to issue the coupons for many different reasons around clearing money and all that stuff. But that becomes very difficult." - Benoit Vatere
"Now we can go to the platform and create your coupon. And you don't have to rely on Target; the Creator mentions that the user can grab that coupon, go to the retail, and take a picture of the receipt." - Benoit Vatere
"Right now, in CPG, what we're seeing is we're seeing anywhere between 3 and 5% click-through rate on videos. What we're seeing right now is about 40% of those clicks claim the rebate. So, it's a very high percentage." - Benoit Vater
"You get so much when it comes to awareness. But in an economy like this, you need to have an ROI in place; the dollars flying around for awareness are not quite there anymore." - Benoit Vatere