Pura Vida Case Study

Pura Vida is a jewelry company committed to providing sustainable employment for communities of artisans who handcraft bracelets to spread the “pura vida” lifestyle, and igniting positive change for people and the planet.

The Challenge
Pura Vida found themselves needing to develop more disruptive campaigns on TikTok to take their presence to the next level. They got it touch with LINK Agency to gain more coverage about their partnership with the influencer Charli D’Amelio and seek creative ideas for the execution of the TikTok campaign, ultimately leading to the #ShowUsYourHappy challenge.

“LINK Agency immediately provided value; they helped us reframe our view of the platform, opened doors to talented creators we wouldn’t normally have access to, and allowed us to scale our brand without having to expand our team internally” – Vanessa Skaggs, Marketing Manager at Pura Vida.

The Approach
LINK Agency conducted a deep dive of Pura Vida’s brand identity and designed the creative strategy for their three-week optimal TikTok campaign. They also created multiple pieces of content for the Pura Vida page, which were concentrated over a 15-day timeline for maximum impact.

LINK Agency also provided creative input for song implementation and advice about music licensing on the growing video platform – a disruptive method for establishing brand awareness.

“LINK Agency takes a different approach to other agencies – they are data-driven and ingenious. They don’t just connect you with a network of creators for branded content videos; they have a knack for picking sounds that have the potential to go viral and reflect your brand to a T”, Pura Vida affirmed.

This helped make the chosen song - Pura Vida Feel Like By Andrey Azizov - go viral on TikTok with over 11,000 user-generated videos and over 100 million organic views. The use of micro creators was leveraged thereafter to amplify the challenge.