I’m a sucker for social media ads. They’ve pushed me to purchase an adhesive alternative to Botox, a spray that makes my hair shiny, and a blanket that “hugs” me while I sleep.
But perhaps my most ridiculous social ad download (albeit not a purchase) was the Protector app, a service that provides armed bodyguards on demand.
I first heard of this viral marketing campaign from marketing consultant and adjunct professor Sam Ogborn, and it was so good I saved it. (I almost never save Instagram posts just because they’re good marketing examples — a testament to this campaign’s “wow” factor.)
At the time, Protector hadn’t even launched yet. Today, just one of its influencer TikTok videos has 13.4 million likes.
For us plebes, Protector offers a service most of us would never need (nor be able to afford): On-demand personal security. But the reason its marketing campaign worked so well is that it managed to take something serious (women’s safety and security) and make it seem fun and light (think hype music playing while bodyguards in suits hand two women matcha lattes in the back of a black Escalade).
They accomplished this with low production value — just shaky smartphone videos that are as short as five seconds.
The key was that Protector hired TikTok influencers to show the service working in the real world. It serves as a reminder to marketers that you don’t need fancy production to create buzz — but you do need the right people.
The Takeaways
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Sometimes the messenger means more than the message.
This campaign landed because young women speaking to other young women created instant credibility.
For you, that doesn't mean you have to hire TikTok celebrities. Find creators who genuinely speak to your audience. - Aim for the "save," not the "like."
When brainstorming content, ask yourself: Would someone save this?
A "like" is transient. A "save" means something resonated.
- Authenticity beats production value.
We've said this over and over, but Protector proved it. If shaky, five-second clips can rack up millions of views, your tight budget is no excuse for not creating content.
