Summary List Placement
In the last year, the rise of TikTok has led to a crop of new influencer collab houses, particularly in Los Angeles. The HoneyHouse is among them.
Self-described as the “oldest house on TikTok,” HoneyHouse launched in August 2020 and is made up of millennials between the ages of 26 and 32 — as opposed to some other houses filled with Gen-Zers.
Behind the concept of the house was J.T. Barnett, a former professional hockey player and fitness influencer, and brand strategist Nick Dio. Barnett was already creating vlogs, and during quarantine, wanted to create content with more characters. The two friends started to brainstorm.
“What we wanted to do was get a bunch of people in a house together that were all under the same vertical of health and wellness and create a sort of reality show primarily on the platform of TikTok,” Barnett said. “And so that was where we started.”
Now, the house has over 700,000 followers on TikTok and recently moved into a new home in Los Angeles, with a few new members. The members are all couples, too, working full-time jobs in a variety of industries including e-commerce, wellness, and advertising.
“We are a family-friendly, brand-safe creator and content house that is going to turn into a bit of a media and publishing company, where we’re going to have different episodic shows that come out,” Dio said.
The shows include lighthearted challenge-style videos on TikTok using household items, such as a curling competition with cans of tequila seltzer, which doubled as a sponsorship. The house also plans on launching a YouTube and podcast series.
“We have a seasonal development model, so we’re only in the actual house for 30 days at a time,” Dio said. “And that creates about two months worth of content.”
For the first season, HoneyHouse landed sponsorships with brands such as LetsGetChecked (for its at-home COVID-19 testing tits) and two alcoholic beverage companies, Mamitas and Clean Tequila Seltzer. As the group heads into “season two,” it’s currently working on securing new brand sponsorships.
The group’s pitching strategy for sponsorships is spearheaded by Dio and Barnett, and it’s a mix of inbound and outbound opportunities, they said. Dio handles a lot of the pitching and initial conversations, reaching out directly to brands that align with the house (often consumer packaged goods) or advertising agencies.
Then, Barnett comes in and brings the idea to life, explaining to potential sponsors how they’ll use their platforms to create something unique for the brand.
They use a 17-page media kit when communicating with brands, which outlines the house’s audience, the different types of shows and content they offer, and an introduction to the members and house itself.
“We recognize right now that TikTok is an awareness platform,” Dio said. So they pitch the house for growth and website traffic, rather than converting to sales. And this affects their rates.
In their pitch, they include a menu of sponsorship options, which range from $5,000 to $250,000.
“We back our costs out of a CPM (cost per …read more
Source:: Businessinsider – Tech