If a brand isn’t on TikTok, do they really exist? While it sounds hyperbolic, in this day and age the social media platform is many consumers’ first step when researching products, services, brands, and vacation destinations.

The Space Coast Office of Tourism knew they needed to increase their presence on the app, they just needed to find the right angle. A way to create unique and engaging content while educating users on all the Space Coast has to offer.

It may be literal, but space is what sets the Space Coast apart so what better way to personify it than an actual astronaut… Well not an actual astronaut, but you know what we mean. Before the launch of SCOT’s new mascot, their TikTok content was primarily educational or destination based, but through our research we found that 72% of people over the age of 26 want to see humorous content from brands. We saw this as an opportunity to create a foothold in the trending and entertaining content space.

Together the &Barr and SCOT teams created a distinctive personality with the comedic timing necessary for TikTok and the intellect of an experienced astronaut, inspired by beloved household names like Jimmy Fallon and Neil Armstrong. This was a full-scale endeavor, involving everything from character development, casting, photoshoot planning and execution to content calendar development, video editing and platform management. All the fixings necessary to raise brand awareness and build the foundation for long-term success.