Brand Deals Done Right: Elyse Meyers x Panera Bread

This 43-second Panera Bread TikTok features Elyse Meyers, a beloved TikTok comedian, and storyteller with a whopping 7 million followers.

So, how did the ad perform? :
👀 7M views
👍 59k likes
💬 440 comments

The engagement ratio is much higher than in my previous ad review (Neutrogena x @annaxsitar).  For organic content, this ratio might be considered a bit low, but it's especially noteworthy for a paid sponsorship.

Here's why I loved it:

1️⃣ Seamlessly Integrated Content: Research proves that TikTok users swipe away obvious ads. The camera quality and angles in this video seamlessly blend in with the platform's vibe, capturing the essence of an average user's video.

2️⃣ Authenticity: One could argue that the green screen skits are becoming outdated on TikTok, but the style is consistent with what you'd expect on Meyers' page, piquing the interest of her extensive following. This, combined with the quick cadence and jumpcut editing, makes it feel like content from your favorite creator, rather than a paid sponsorship.

3️⃣ Understanding Unique Value: Elyse embodies the quirky girl, giving her audience permission to be themselves - speaking quickly, making mistakes, and feeling the occasional embarrassment. This skit is a brilliant callback to her viral Storytime videos, where she's navigated similar scenarios with charm, relevance, and a touch of perfect imperfection!

Panera's collaboration with Elyse stands out. They didn't just hand her a script - they joined forces to truly connect with their audience.

Share your thoughts on this ad strategy below! And don't hesitate to send me more ads for analysis to supercharge your social strategy.