Tom’s of Maine
Social Media Case Study
11.4% increase in followers
210K+ total impressions achieved
6.5% engagement rate equalling 2X the industry average
705% increase in amount of net new followers
28% increase in overall reach
22% increase in website taps
While Tom’s of Maine historically has been the sole OG of clean oral and personal care, now the category is busy with innovative D2C brands and cluttered by greenwashing. We had to break through that clutter to prove that clean products are effective and that Tom’s of Maine is authentic and value driven.
Our data-driven creativity approach led to a strategy build on edutainment. Brand equity storytelling, product performance storytelling and lifestyle moments are expressed in ways that both educate and inspire the consumer.
Social Media Strategy
Photography (in studio)
Photography (on location)
Video (in studio)
Video (UGC creator)
How did we do it?
Shows audience’s creative ways to upcycle products.
Displays activist badges to tie in product and environmental benefits.
Above Average Eng. Rate
Crisp sounds and bright visuals make these videos highly popular on TikTok with the hashtag earning over 713.8B views.
Content: On Location
Time outside is a benchmark of Tom’s, so we took our content planning outdoors — on hikes, camping in the desert, and pitching a tent.
Focus on families who embody the spirit of Tom’s — highlighting moments like recycling, health habits, and time outdoors.
Elevated storytelling, unique content creation, community management, and targeted paid social campaigns.
107,751 views on TikTok
Highest Avg. Watch Time
Get Ready With Me
Average watch time of 10.7 seconds
Leverage brand standards but create motion and energy in educational content.
in the past
Edu-taining Carousels & Animations
Drive engagement with sharable and savable graphics. Maximize reach with relevant hashtags that have high visibility like #SustainabilityMatters (346k), #NaturalLiving (1.8M) or #DoGood (2.9M).
in the past
Inform followers with pithy language, unique engagement features, and calls-to-action that drive engagement and boost potential to drive sales conversions.