Terrence Concannon, a University of Tampa alum and content creator, also known as “Tampa Terrence,” was invited to travel the country in Jake Paul’s branded RV to market Paul’s new body care brand, “W.” The tour began in July in Miami and stopped in states across the country.
By Amber Louis
TAMPA, Fla. — Terrence Concannon, a University of Tampa alum and content creator on platforms Instagram and TikTok, also known as “Tampa Terrence,” joined Jake Paul, internet personality and boxer, in a country-wide RV tour to promote the bodycare brand “W.” The tour began on July 1 in Miami and stopped in various states from New York to California.
The team led a campaign to spread awareness for the new company while creating content. Many TikTok videos on the account @getw, or “W – Everyday body care,” feature interviews conducted by Concannon with college students at some popular universities.
In one video on Instagram, “Tampa Terrence” posted a reel featuring the creator’s opportunity to use Paul’s private jet.
“So Jake,” Concannon said. ”You’re really giving us the jet and you’re taking the RV, is that true?”
“Yeah, you guys can have it, not an issue — have fun,” Paul said.
The UTampa alum began making content as a hobby when he was still in college, and it turned into an internship with a YouTube personality who boasts almost 21 million subscribers. Concannon found an internship with W’s marketing tour through Instagram and applied for it through a short introductory video.
Concannon said he was “fired up” to work with Paul.
“We wanted to market the best we could [by] driving the RV with the large ‘W’ logo and Jake on it,” said Concannon. “Jake is one of the best marketers in the world, so being able to work with him on social media marketing was a dream, honestly.”
Concannon said that authenticity was a crucial part of successful content creation.
“Posting content you think people want to see is the main thing, and posting things that are worth their time,” said Concannon. “Social media marketing is the new wave now, and traditional marketing is kind of dying, so I’ll probably continue this, and whatever happens in the future, we will see.”
In an interview with TMZ Sports, Paul said he started the line because he wanted to create something new in the body care industry.
“This is like all my brain power put into one thing — it’s called ‘W,’ and it’s basically taking the term W, ‘winning, whether that’s the valedictorian, firefighter, high school jock,” said Paul. “Those are all winners in my mind, and giving them a product in an old and outdated space.”
Companies created by celebrities tend to attract a customer flow from fans who have already invested emotion into internet personalities. Paul’s kickstart to his company, like other celebrities, relied on his previously built fanbase, known as the “Jake Paulers,” of subscribers to his YouTube channel, and fans of his evolving boxing career.
“High-impact hygiene. Long-lasting scents. No junk. Built for boys who are done borrowing their dad’s deodorant,” is the mission statement of getw.com. W products are currently available for sale at Walmart, as well as on their website. The deodorant line is also aluminum-free.
The RV tour concluded with the last stop at UTampa on Oct. 12.
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Photo courtesy of getw.com.