A strong idea would be a curiosity-driven TikTok teaser that shows emotional, relatable moments with text like “Something small is about to make moments like this last longer,” ending with a clear waitlist CTA. This works because it taps into Extra’s emotional brand while creating intrigue and FOMO, encouraging viewers to sign up without overexplaining.

To grow Extra’s presence on TikTok, I would focus on creating emotionally driven, trend-aware content that feels authentic to Gen Z rather than overly promotional. This would include short, relatable storytelling videos that capture meaningful everyday moments where gum is subtly part of the experience, participating in trending sounds and formats while adapting them to Extra’s heartfelt brand tone, and encouraging user-generated content through hashtag campaigns that invite followers to share their own “Extra moments.” I would also mix in light, humorous, low-production videos that feel native to TikTok and help the brand stay relatable and consistent. Success would be measured through engagement rate (likes, comments, shares, saves), follower growth, video completion and watch time, hashtag participation, and the quality of audience interaction, ensuring the content is not only being seen but emotionally resonating and driving community involvement.

7 hours a day