The Works: Taking over BookTok

The Works recognised TikTok as a huge opportunity to target several types of customers and appeal to an audience of both Gen Z book readers, as well as parents who shop in the stores for their kids. They wanted to build an organic presence with content that resonated with these audiences while also shining The Works in a good light.

Our approach

Nonsensical took on this challenge in February 2023 and crafted a strategy that would build an organic community, generate millions of views and build brand recognition for The Works on the platform amongst their target audiences.

The organic content was completely reworked to feature staff in a new and comical way. This made the account feel more genuine and showcasing their team front and centre helped the viewers feel like they were connecting with people rather than just a brand.

Results

In the first month of activity, average views and the engagement rate increased to 183K per video and 27%, respectively. Since then the success has only continued, generating over 14M organic video views, 1M engagements, and more than 40K new followers.