Semrush: Making B2B on TikTok work through characters

The aim of the Semrush TikTok account is simple: to entertain marketers. Semrush partnered with Nonsensical as their TikTok agency to create content that’s painfully relatable to digital marketers, tapping into their biggest fears, frustrations, and everyday challenges. The goal was for digital marketers to watch and immediately think, “that’s so me.”

The approach

Nonsensical kicked off a 90-day sprint in January 2024, producing unique content designed specifically for those working in digital marketing. This initial phase gave us valuable insight into what truly resonated with our audience – and it worked. Off the back of that success, Nonsensical worked with Semrush to develop a refined content strategy that generated over 1 million views within just 30 days of implementation.

The new strategy focused on amplifying the most successful element of the sprint: the new star called ‘Chris.’ Chris is every tired, overworked marketer rolled into one and has become the face of the Semrush TikTok account. He’s now a recognisable figure in the digital marketing space – even getting noticed at industry events, which highlights the offline impact of our content.

Results 

By building Chris into a TikTok ‘celebrity,’ this has strengthened brand recognition both on and off the platform. Using the first 90 days to identify what resonated most with the audience, Semrush has since gone on to achieve:

📈 64,000+ followers

🎥 25 million+ organic video views

❤️ 1 million+ engagements