Trust me: the line between a missed opportunity and a strategic win can be thin. 

Proof?

Just look at the public saga between Reesa Teesa, her 3.7M followers, BMW, and Hyundai. 

If you’re not familiar with TikTok creator Reesa Teesa, also known as Tareasa Johnson, you’ve been living under a rock. 

She captured the internet’s attention with her viral series,”Who TF did I marry?”

As the series gained traction, BMW appeared poised to step into the spotlight, only to retreat unexpectedly, leaving a wave of disappointment and a tarnished image in its wake.

But the story didn’t end there.

Join me as I look at how Hyundai stole the spotlight from BWM.

Let’s roll. 👇

Everyone’s been raving about Johnson’s content.

In fact, she has over 437.4M views on TikTok!

💡 Pro tip: Check out my in-depth case study to learn more about why her content is so viral.

In one of her videos, Reesa Teesa mentioned that she had always wanted a midnight blue BMW X5 with a cognac interior.

Her then-ex-husband even promised to pay for it one day. 

As we all know, his word was no good, and Johnson never got her dream car. 🥲

But this did seem like the perfect opportunity for BMW to jump on the Reesa Teesa love.

Initially, BMW seemed to love the opportunity, teasing the possibility of gifting Johnson her dream car. 

They even made a TikTok post stating they were “on our way” to find her dream car. 

However, the company quickly backtracked, deleting the TikTok and stepping away from their implied promise. 

This move sparked a wave of disappointment and backlash among TikTok users. They saw it as a “fumble“, considering Johnson’s extensive reach of 3.7M followers.

I did a bit of digging with my favourite influencer marketing platform and found out that:

📊 Reesa Teesa (3.7M) has more followers than BMW (2.6M)

📊 Reesa Teesa’ engagement rate on TikTok (6.09%) is higher than BMW’s at 1.69%

📊 Nearly 88% of Reesa Teesa’s audience are women, an important demographic that BMW needs access to, considering that BMW’s audience is only 20% women.

What a missed opportunity for BMW! 🤕

But, another company seized the opportunity while BMW was snoozing.

Hyundai saw an opportunity where BMW hesitated. 

They stepped in, offering Johnson a year-long loan of a 2024 Hyundai Palisade Calligraphy, similar in colour to her dream BMW. 

The reaction?

Fans and Johnson fell in love with Hyundai!

Johnson herself expressed her gratitude and excitement over her new Hyundai, cleverly thanking them “for having proof of funds.“

What a rollercoaster ride! 

And the best part?

👉 There’s an important lesson here that we can learn as influencer marketing managers.

So what can we learn from this saga?

✅ Seize the moment

In my experience, timely and decisive action is crucial in influencer marketing. 

Hyundai’s quick response allowed them to capitalise on a moment BMW hesitated on, demonstrating the importance of agility in marketing strategies.

✅ Keep your promises

If you make a public commitment, especially in influencer marketing, it’s essential to follow through. 

BMW’s retraction not only disappointed Reesa Teesa but also damaged its reputation among potential customers who value integrity in brands.

✅ Understand the power of storytelling

Reesa Teesa’s series went viral because it was more than just content; it was a compelling story that resonated with millions. 

When collaborating with influencers, consider how their personal stories can align with your brand in a meaningful way.

✅ Engage Authentically

Hyundai’s approach felt genuine and responsive, unlike BMW’s, which seemed more like a marketing stunt. 

Authentic engagement not only fosters trust but can also turn a potentially negative situation into a positive brand moment.

The Reesa Teesa saga is a perfect case study of influencer marketing done right (and wrong). 

Hyundai’s clever engagement and BMW’s missteps offer clear lessons in the importance of authenticity, the power of storytelling, and the need for swift, decisive action.