Carnival Cruise Lines discovers the power of ‘granfluencers’
The cruise lines teamed up with the retiree-focused TikTok group, Retirement House, to engage a multi-generational audience in an innovative manner
Instead of the stereotypical young influencers, Retirement House’s channel boasts retirees diving headfirst into Gen Z TikTok trends, offering a delightful 'fish out of water' narrative. The result was a TikTok series in which retired NFL star Rob Gronkowski, recruited by Carnival, gets lessons in leisure from the Retirement House crew on a cruise.
Key takeaways
- Shot in 4 hours with two iPhones, the campaign produced a three-part series with Gronkowski and Retirement House, alongside other promotional clips;
- Initial data reveals views exceeding targets, with 8.6 million on TikTok and 321,000 on Instagram Reels. Gronkowski's share in an Instagram story further boosted engagement, nearly doubling the metrics;
- For Carnival, TikTok's wide reach and authenticity made it an ideal platform choice. The tieup allowed for a natural brand integration into popular culture, showing the power of genuine engagement in the digital landscape while highlighting TikTok's influence on cultural conversations.
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