In search of Generation Z, Neve takes toilet paper to the TikTok Shop

What does a toilet paper company do on TikTok Shop? Neve entered the social network's ecommerce to update its image among a younger audience and expand sales reach with a network of affiliates, which the executive compares to door-to-door resellers.

Two of these affiliates sold practically all of the expected stock in six hours of live broadcast, without media promotion, says Patrícia Macedo, marketing director at Suzano, owner of Neve.

According to Patrícia, the brand goes through a process of marketing actions to rejuvenate its audience, with presence at festivals, for example. In this context, TikTok was chosen because it is a medium that younger people consume.

The executive says that her representatives on the social network are between 25 and 34 years old, the profile of the brand's consumers, but that they also speak to younger people.

The affiliate model is the center of the strategy. The marketing director states that the brand hired 150 affiliates, including agencies and people chosen to act as representatives, and compares them to Natura and Avon resellers.

"Affiliates are the new door-to-door salespeople. I talk from cell phone to cell phone, from screen to screen", he says.

She states that it was not necessary to convince consumers to buy toilet paper on the platform and that the result exceeded expectations. In 16 days, 180 lives from partner creators totaled 800 thousand views, according to Patrícia.

Suzano also treats the channel as a showcase to present other Neve products to this audience, in addition to toilet paper. The company is trying to evolve the brand into a "personal care" label.

The company is launching an odor neutralizer, which, according to the company, is exclusive to TikTok Shop for now.

Patrícia says that the channel is growing, but did not disclose its participation in the company's sales. For Black Friday, the brand is preparing promotions and ten other live shows of its own.