Hammermill

Jamming with Beard Al

Practices

Digital
Strategy

Tactics

Social Campaigns
Digital Strategy

Account Lead

When TikTok® influencer "Beard Al” poked fun at Hammermill®, we jumped at the chance to poke back. It all started when Beard Al entered a contest and won a box of Hammermill paper. When his paper arrived, he made a joke about Hammermill’s 99.99% JAM-FREE® guarantee, saying he noticed a spot of raspberry jam on one of the sheets. Being the good social listeners that we are, we started a dialogue by posting a tongue in cheek “apology memo” for the jam-stained paper. Things took off from there.


The results? More than 4 million views, 1.5 million likes and 4,700 comments for Beard Al. And a couple thousand more followers for Hammermill.

To keep things going, we sent Al a box of “Hammermill Jam.” He responded by making another TikTok video in which he sang a charmingly goofy original jingle.

Our response on Instagram gained more and more attention, positive engagements, followers and customers "for life."

In a third video, Al rode a bike while “drinking” Hammermill jam and explaining where it came from. Sort of. Talk about getting mileage from a social post.

In a third video, Al rode a bike while “drinking” Hammermill jam and explaining where it came from. Sort of. Talk about getting mileage from a social post.

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