Group Hug

In 2022, SpecialGuest collaborated with TikTok and TikTok creators to build an account dedicated to showing brands how to engage their audiences through content.

Using social media platforms is a great way for brands to promote themselves, connect with their target audience, and reach brand-new ones. The hard part is gaining a following and going viral. That’s why SpecialGuest collaborated with TikTok to create the account GroupHug, a creative solution to this problem. 

GroupHug, as its name suggests, is meant to bring creators together to help each other. The account focuses on showing the perspective of TikTok creators, demonstrating all their tips and tricks for the platform. GroupHug merch was made and given to influencers so they could use it in their videos, leading to a cohesive account. 

The videos featured informative walk-throughs, interviews with successful social media managers—like Zaria Parvez, social media manager at Duolingo—day-in-the-life videos, and more. The most viewed video on the account has more than 790 million views, and it was produced by @cultureunefiltered, who spoke about the highly effective marketing techniques of Scrub Daddy. By uniting TikTok creators in this unique way, the account gained more than 32,000 followers.