Creative Direction, Organic & Paid Social, Content Strategy
OLLIE’S
Ollie’s Bargain Outlet is a chain of retailers that my team at The Sasha Group was tasked with creating their TikTok content for. Starting from a fresh account with zero followers, our team took the brand to nearly 100,000 followers on the platform in just a few short years thanks to fresh content featuring their longtime mascot, Ollie.
By combining timely trends, relevant cultural signals and platform hacks with our consumer and audience strategies, as well as sticking to the brand’s unique tone of voice and style of humor, our team led biweekly brainstorms and on-location content shoots to create between 18-30 organic deliverables per month. In 2024 alone, our TikTok content received a total of 26.3 million views (24.1% increase from 2023), 24.1 million reached audience (61% increase) and 337,371 likes (195.4% increase).
Our team created a variety of content including vertical videos, static photo modes, animations and music videos, in addition to a heavy community management strategy.
In early 2024, our team jumped on points in cultural like UMG removing copyrighted music from TikTok and the rise of prominent diss tracks. That led our team creating a highly successful organic music video (769k views) where the brand mascot Ollie made his debut as a rapper. The video performed so well that it became it’s own content series that continued to over-perform for the brand as Ollie continued to rap about a variety of different items you could purchase in their stores, providing a new and fun way to push products in an entertaining way.
After seeing sustained success on the content series over the course of a few weeks and months, our team pitched a larger vertical video production to the brand that would team the brand mascot up with a real rapper, IMYOUNGWORLD. This entire production was done in a single day at an Ollie’s store and a music recording studio, putting an unlikely duo together on a song about bargain items. The video was utilized on organic social on the company’s TikTok, Instagram, Facebook and YouTube pages, in addition to being cutdown in a variety of targeted paid social ads.
