Woolworths appoints in-store team member to help manage its TikTok

Woolworths has joined TikTok, appointing in-store team member Liam Kirley as content coordinator to help manage the account.

The announcement:

Shopping hacks, team member stories and a look behind the scenes at Woolworths will all form part of the supermarket’s all new TikTok channel, launching today.

@Woolworths_au TikTok followers will find recipe inspiration and cooking hacks from food experts, a first look at new convenient ways of shopping, new stores with unique features, team members who go the extra mile for customers, and exclusive content on how stores are run.

To help manage the channel, Woolworths has enlisted the talent of one of its in-store team members Liam Kirley. Liam gained over 150,000 followers and seven million likes on his personal TikTok account by creating engaging content during his time on the shop floor as a team member at Woolworths Baulkham Hills in Sydney.

Liam achieved TikTok fame by sharing videos of himself cheerfully greeting team members, customers, and sharing funny moments in the retail and customer service industry. When Liam announced his last in-store shift on his channel, the video clocked over one million views and almost 200,000 likes asking about his next move.

The first videos to premiere on Woolworths TikTok channel include what it takes to open the store each day, how the fruit and vegetable section gets stocked, how famous Woolies doughnuts are made fresh in the bakery, and self-serve checkout hacks.

Woolworths Chief Marketing Officer Andrew Hicks said: “We are pleased to be launching on TikTok and to give customers an even closer look at what it means to be Today’s Fresh Food People.

“TikTok is a great platform to share content and we hope can help make customers’ shopping easier through simple and fun tips and insights. You’ll also see us celebrating our team members, and showcase interesting and little known facts about what it takes to run a supermarket.

“In planning the launch on TikTok, it was important we had an authentic voice of our team that would resonate with the channel’s audience. We’re excited to have Liam bring that same authenticity across a range of content to inspire our customers.”

Woolworths Content Coordinator Liam Kirley said: “I’m thrilled to be joining the Woolworths content team to help give customers a look behind the scenes through some light-hearted and charismatic TikToks.

“I’m amazed by the number of people who engaged with my behind the scenes videos or little known facts about our stores. I didn’t expect when I started making these videos that it would eventually see me land a job within Woolworths’ content team. I’m excited about the new opportunity to share even more creative and fun content with customers.”

Brett Armstrong, General Manager, TikTok Global Business Solutions, Australia and New Zealand said: “Woolworths is one of Australia’s most iconic brands and we are thrilled to see them leaning into the platform.

“TikTok offers people from all walks of life the opportunity to share their creativity and it’s really exciting that talented creators like Liam are building careers off the back of their success on TikTok.

“Foodie content is huge on TikTok and we think our community will love the fresh food videos and behind the scenes action that Woolies have lined up for their new account.”

Source: Woolworths media release


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