Dive Brief:

• Procter & Gamble is backing a new unscripted series that sees Khaby Lame, the world’s most popular TikToker, journey to the U.S. to explore the best and weirdest aspects of the country’s culture, according to a press release. 
• “Khaby Is Coming To America” premiered on Tubi, the ad-supported streaming service owned by Fox, on June 27. The program was created in partnership with Group Black, marking the mission-focused media company’s first crack into production. 
• Group Black and P&G share production credits on the limited series, with the latter using the show to promote brands like Tide, Crest, Febreze and Bevel. “Khaby Is Coming To America” is part of P&G’s efforts to engage more multicultural consumers through content.

Dive Insight:

P&G is capitalizing on the star power of TikTok’s most-followed account with the new reality show centered on Lame. The unscripted series is part of the packaged goods giant’s Widen The Screen initiative focused on amplifying diverse voices and extends its work with Group Black, a media company that positions itself around inclusivity. Widen the Screen launched in 2021 while Group Black secured a reported nine-figure investment from P&G in 2022.

“Khaby Is Coming To America” follows Lame, a Senegalese-born Italian content creator, as he explores a different U.S. city in each 20-minute episode. Guest stars include Alicia Keys, Jon Baptiste, David Beckham and Steven A. Smith, bridging the gap between conventional celebrities and an emerging type of media star. P&G and Group Black see a cross-cultural opportunity in bringing Lame’s brand of humor to new viewers in the states. 

“At P&G we are passionate about serving all consumers and identifying authentic ways to reach an increasingly broad group of multicultural consumers,” said Eric Austin, vice president of global marketing and media innovation at Procter & Gamble, in a statement. “P&G continues to widen the screen for diverse creators to share stories, narratives, and experiences.”

“Khaby Is Coming To America” will integrate P&G brands Tide, Crest, Febreze and Bevel and appear on Tubi, an ad-supported streamer. P&G acquired Bevel, a line of grooming products targeted at men of color, as part of its purchase of Walker & Company in 2018. Young, diverse viewers make up Tubi’s fastest-growing audience segment, Vice President of Content Acquisition Sam Harowitz said in the release. 

Lame’s popularity skyrocketed in recent years due to his humorous videos, many reacting wordlessly to absurd “life hack” how-tos (he speaks in the new series). While Lame’s formula is simple, he’s accrued over 162 million TikTok followers and stands among the top 50 most-followed creators on Instagram. 

Other brands have taken advantage of Lame’s growing cultural footprint. Pepsi enlisted Lame for an ad campaign that launched a nitro-infused cola two years ago. Lame also factored heavily into State Farm’s marketing around Super Bowl LVII.