Digital Embellishment and the TikTok Effect

Truly Engaging has “absolutely exploded” on TikTok, at least that’s how David Baird, president and CRO, explains it. And he isn’t wrong. At press time, the hashtag Truly Engaging (#trulyengaging) had 3.3 million views. The hashtag is included on thousands of videos of TikTok users unboxing their latest embellished invitations, cards, and magnets — all produced by Baird’s company.

How did this happen? The power of the social media platform became apparent to Baird after a video was posted by user Baybay17 in December of 2020. Baird’s daughter called him and told him about a video the user had posted talking about the company (which was still Truly Engaging by Magnet Street at the time). The video, which featured the user talking about the company and telling other “brides-to-be” to use it for their wedding invitation needs, had blown up. The video now has 115,000 views.

Baird readily admits his first reaction was, “What am I watching?” But that feeling quickly shifted. “TikTok has been just an absolute gift to us because it’s just 30 seconds, it’s quick, and [there is] emotion tied to it,” he says.

After realizing the incredible marketing potential attached to the trend, the company started sharing a call-to-action in each order it sends out. A card is included in each order that encourages recipients to share their story on social media.

Not only does Truly Engaging encourage consumers to share their own unboxing experience with the world, the company has since joined TikTok and shares beautifully crafted videos featuring its work. The medium is perfect to showcase the glitz and glamour of foil embellishments, unique shapes, and premium substrates. Some of the company’s videos have garnered 25,000 to 75,000 views, with one clocking in at close to 200,000 views.

“The unboxing experience is by far our No. 1 moment. … We want to own that moment and to give [our customers] that feeling of ‘Oh my gosh, this is really happening and I can’t wait for my friends to get this card,’” Baird says.