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.