BÉIS, the travel brand founded by actress Shay Mitchell, recently launched their "Airport Dads" campaign with a special someone who caught my attention. Instead of opting for a traditional creator partnership, they teamed up with Robyn Delmonte, better known as GirlBossTown, a creator celebrated for her creative PR predictions and marketing insights on TikTok, where she has over 650k followers.

GirlBossTown didn't just promote the campaign. She took her followers behind the scenes, sharing how the campaign was executed, giving her audience a peek into the idea and creative process. This approach highlighted the collaborative effort and creativity that went into bringing the campaign to life. BÉIS leveraged Delmonte’s platform and expertise to humanize their marketing, making the audience feel like insiders rather than just consumers.

It's not just big brands jumping on the BTS trend. Nitro Bar, a local coffee shop in Rhode Island, is using this strategy to their advantage. Their CEO interacts directly with employees and customers on TikTok, asking questions and creating conversations about their products. This does more than just show their products; it creates an engaging video that makes audience members want to watch from afar or visit the store. By making their conversational, Nitro Bar successfully turns everyday moments into moments that resonate with their audience. 

I love the idea of showing the voices behind a brand or its campaign. The era of trying to be the perfect and aesthetic brand is over, instead, mic up your employees and see what’ll happen!