Woolworths joins TikTok with help of viral staff member

7 September 2021
Woolworths content coordinator Liam Kirley

Woolworths has launched a TikTok account with the help of a former in-store team member, Liam Kirley (ashe_media), who has previously gone viral on the channel.

The account will give audiences a look behind the scenes of Woolworths stores, as well as provide valuable shopping, planning, and cooking information.

“TikTok is a great platform to share content and we hope can help make customers’ shopping easier through simple and fun tips and insights,” Woolworths chief marketing officer Andrew Hicks says.

“You’ll also see us celebrating our team members, and showcase interesting and little known facts about what it takes to run a supermarket.”

Liam Kirley, a former staff member who began sharing TikTok content while working at Woolworths in Baulkham Hills, has been appointed as content coordinator to lead the new channel. Kirley achieved TikTok fame by sharing videos of himself greeting team members, customers, and sharing funny moments in the retail and customer service industry.

Kirley’s announcement of his last in-store shift on his account received more than one million views and nearly 200,000 likes asking about his next move.

“I’m amazed by the number of people who engaged with my behind the scenes videos or little known facts about our stores,” Kirley says.

“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.”

Content will include 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.

“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," TikTok global business solutions AUNZ general manager Brett Armstrong says.

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