TikTok is a multibillion-dollar company. The viral video platform has evolved from a youthful fad to a critical marketing tool. With over 1 billion users, over 2 billion downloads, and over 100 million active users in the United States alone, businesses should have a strong TikTok strategy in place by 2020. TikTok still has the bulk of the market share and is giving Instagram a run for its money in terms of sponsorship and endorsements. TikTok’s potential for marketing items, enhancing engagement, improving sentiment, and raising engagement among younger customers and beyond has been swiftly recognized by fashion businesses.
Following are the 6 fashion businesses that have nailed their TikTok approach
Calvin Klein – 25.2K followers
Calvin Klein’s #MyCalvins campaign, which starred Shawn Mendes, Noah Centineo, Kendall Jenner, and A$AP Rocky as part of a digital-first approach, was a hit on the platform last year. Within 24 hours of its premiere, it had surpassed Justin Bieber’s campaign as Calvin Klein’s most viewed digital campaign, with over ten times the interaction. Chella Man, Tommy Dorfman, Gia Woods, Reece King, Ama Elsesser, MaryV, Jari Jones, Pabllo Vittar, and Mina Gerges recently launched CK’s LGBTQ Pride #ProudInMyCalvins campaign, which featured video content from Chella Man, Tommy Dorfman, Gia Woods, Reece King, Ama Elsesser, MaryV, Jari Jones, Pabllo Vittar, and Mina Gerges, To date, 16K people have seen the launch video.
Ralph Lauren 289.2K followers
Ralph Lauren encouraged TikTok users to describe a time when they won a real-life battle using the hashtag #WinningRL to commemorate the 2019 US Open tennis championships, which included a campaign with Diana Silvers. It was the first time a sporting event had been linked to a hashtag challenge. The tag has already had 821.1 million views. The label also shares Earth Day-themed material, as well as sponsored influencer content from people like Sam Hurley, who shows his fans how to #LoUp.
Fendi’s goal for debuting on TikTok was to enhance brand recognition and interaction on the hitherto unexplored platform. To accomplish so, they developed the “F is for…” campaign, which plays on their core values of family, fearlessness, freedom, friendship, and the future. They launched five different advertisements, each representing one of the five values. Users were led to Fendi’s profile in order to follow the brand. The campaign gained 15k new followers and received over 4 million video views.
TikTok is a fun and engaging method for fast fashion retailer Boohoo to communicate with their fans. TikTok developed the original song “It’s from Boohoo” to inspire users to create videos incorporating the music in order to capitalize on the popular trend of dance challenges. Thousands of individuals took part in the challenge, and Boohoo’s YouTube page continues to highlight user-generated videos.
Nike is known for setting the bar for advertising, so it’s no surprise that they’ve had a lot of success on TikTok. Nike promoted the debut of their new soccer shoes in one campaign. They also introduced the #MagicBoots branded hashtag challenge in addition to top-view and in-feed advertisements. In response to the hashtag challenge, 160k videos were uploaded, and Nike acquired 215k new followers.
Take it up with Post Malone if you don’t consider Crocs a “fashion” brand. When Crocs introduced the #ThousandDollarCrocs challenge on TikTok in 2019, it became an instant hit. Crocs have continued to promote user-generated material since then by launching hashtag challenges and showcasing the results on their own page.
Gucci is a fantastic illustration of how TikTok success isn’t always the product of a well-designed campaign. Rather, they capitalized on a naturally occurring trend on the site. In 2020, the #GucciModelChallenge, a parody of the brand, went viral, and Gucci made sure to join in the fun. Gucci re-posted many of the films and launched a competition to find someone to work on a future Gucci project.
The British retailer makes use of all TikTok has to offer for its marketing. For their “AySauce” campaign, for example, they employed branded hash tags, in-feed advertising, a bespoke music, and an AR-powered branded effect. They also collaborated with 25 influential creators who collectively have over 219 million followers.
PrettyLittleThing has depended on the genuine, relevant content that has helped TikTok become so successful. Their stream is nearly completely made up of user-generated material, which is ideal for TikTok. On TikTok, companies are encouraged to let go of creative control and lead with authenticity. PrettyLittleThing broadcasts videos of customers wearing their products in creative and amusing ways, and it’s paid off: the company now has over 1.3 million followers on Instagram.