Rachel Karten
@milkkarten • 28,531 subscribers
i write a newsletter about social media. author of link in bio. prev social director at @bonappetit. [email protected]
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a lot of praise on here for cetaphil’s super bowl commercial, but tiktok user sharon mbabazi (and her step dad) are claiming the brand stole the concept from their real story/viral content. here’s one of their original tiktoks (2.6M views) and then the response to the commercial.
Rachel Karten3,798,578 views • 2 years ago
This AI video is now likely in the top 20 most-viewed Instagram Reels of all time. It has 625M views and the caption reads "No CGI. No compositing. Just a hand-built miniature Miami and a 40-foot wave tank. 🌊" Appreciate the questions Jeremy Carrasco is asking here.
Rachel Karten118,764 views • 1 month ago
One of my favorite recent examples comes from the Milwaukee Brewers. When so many teams are doing player trends and highlight reels, the Brewers are making movies. Their "Arthouse Baseball" strategy takes old Hollywood references and applies them to the sport of baseball.
Rachel Karten86,828 views • 3 months ago
First, some background. Back in January, Mohawk Chevrolet tested a mockumentary-style TikTok post. It took off. Since then they have published nine “episodes”, which have a cumulative viewership of 5.7M on TikTok alone. Here's a clip from one of their most popular episodes:
Rachel Karten349,931 views • 2 years ago
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