Categories
business Campaigns e-commerce Editor's pick mobile product Retail social media technology

6 examples of brands winning on TikTok

If there’s one social media platform buzzing right now, it’s TikTok, a space that allows users to create and share short lip-sync, comedy and talent videos.  

With an audience of almost half a billion users in its two year existence, and a +237% monthly growth rate between 2017-2018, brands are now thinking about how they can tap into it. 

The platform, which is owned by Chinese tech giant Byedance, and was merged with Musical.ly in 2018, has proven wildly successful among Chinese consumers. This has since transferred to the US, with 2.6m actively users taking to the platform in February alone, placing it as the most downloaded app in the country during Q1. The loyalty of Generation Z and Millennials have been driving usage particularly, with 66% of users reportedly under the age of 30. 

While the likes of Snapchat and Instagram are being questioned – both in terms of popularity on the one hand, and functionality on the other, TikTok has swooped in to grab some of the key market share. Importantly, it’s doing so by thinking about functionality first – its recommendations are much more accurate than other social media platforms, for instance, meaning viewers get better content tailored to their interests, which spurs advocacy for the app further. It has also added the functionality of shopping by allowing brands to drive users to ecommerce-enabled microsites that open directly within the TikTok app. 

As a result, we’re seeing brands and retailers taking to TikTok to push products, increase engagement and drive loyalty among younger consumers. Here are six examples of those incorporating it into their marketing strategy today…

Hero Cosmetics
Hero Cosmetics holy grail patches

Direct-to-consumer skincare brand, Hero Cosmetics, utilized TikTok in its new ‘Get Ready with Me’ campaign, featuring 20 creators sharing their morning routines. The campaign was targeted at Gen Zers, and plugged into a #schoolsurvivivalkit hashtag to tie it to back to school essentials. The videos, which reached 4.3m users, had a 12% engagement rate compared to only 4.5% for Instagram, the brand said.

Uniqlo
Uniqlos #UTPlayYourWorld campaign

Apparel retailer Uniqlo teamed up with Tiktok as part of its #UTPlayYourWorld campaign to promote its 2019 spring/summer collection. Users were encouraged to upload videos wearing their favourite outfits from the collection and would be entered into a competition to get their video played in store. The campaign was available for those in the US, France, Japan and Taiwan and generated over 600m views on the platform.

Burberry
Burberry Fall 2019 campaign

Even luxury brands are jumping on the TikTok bandwagon to gain traction with younger consumers. Burberry challenged users to upload videos of themselves attempting to do a “TB’ hand gesture, reflecting the Thomas Burberry monogram newly instated from creative director Riccardo Tisci. 30,000 videos were uploaded to the platform, generating 57 million views for the brand.

NFL
NFL TikTok Campaign

The NFL signed a two year agreement with TikTok to post content on the platform, including highlights, sideline moments and behind the scenes clips. To celebrate the collaboration, a #WeReady hashtag challenge was created to encourage users to show their support for their favourite teams. The challenge is the beginning of the NFL’s strategy to engage younger consumers in sports, as only 41% of Gen Z reportedly watch sports on television, compared to 75% of Baby Boomers.

Ralph Lauren
Diana Silvers, the face of Ralph Lauren’s campaign

To celebrate the US Open Tennis Championships, Ralph Lauren used TikTok as its campaign platform of choice. Consumers were asked to share a time when they won a real life challenge, by using the hashtag #WinningRL. Ralph Lauren face Diana Silvers, an actress and tennis player, took part in the campaign with a series of three videos that made use of TikTok’s latest shopability widget that lets customers buy directly within the app. Users could discover the brand’s US Open collection, which featured polos, tennis skirts and shorts.

Chipotle
Chipotle’s #GuacDance challenge

To celebrate national avocado day, Chipotle launched a TikTok campaign called the #GuacDance challenge. The food chain called on its customers to upload dancing videos to express their love of the food. The campaign was the platform’s highest performing branded challenge in the US, receiving 250,000 video submissions.

How are you thinking about technology? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Each of the rules referenced above is matched by one of our products and services. Interested in how? Get in touch to learn more.

Categories
sustainability

New Patagonia microsite connects hyper local activists

Patagonia Action Works
Patagonia Action Works

As part of its continued focus on the environment, Patagonia has launched Patagonia Action Works, a microsite intended to facilitate interactions between like-minded activists.

In a video announcing the initiative, Yvon Chouinard, the company’s founder, compared the venture to a dating site, for the way in which it links customers with worthy organizations and events.

Users can select their location and the causes they care about, including biodiversity, climate, communities, land and water. The website then generates a list of relevant organizations divided by grantees that have received support from the brand, related events nearby and skilled-volunteering and petition opportunities. The platform also enables organizations themselves to apply for grants.

Patagonia Action Works
Patagonia Action Works

Adding to the sense of urgency to take charge of the planet, which is at the core of Patagonia’s communication strategy, Chouinard explains: “If you’ve been paying attention, you’ll know that things aren’t going very well for the planet. It’s pretty easy to get depressed about it.”

He adds a call to action: “I’ve always known the cure for depression is action. Patagonia’s reason for existence is to force government and corporations to take action in solving our environmental problems.”

Patagonia Action Works is part of the company’s 1% for the Planet program, which has donated almost $90 million to grassroots organizations over the past 35 years. To activate the launch, the company is hosting a series of events, including a panel discussion in Santa Monica, California on Friday, February 8.

Categories
Editor's pick film social media

Diesel hides digital “easter eggs” in latest campaign film

Diesel S/S18 campaign video
Diesel S/S 18 – “Keep the World Flawed”

Diesel’s campaign video for the spring/summer 2018 season, titled Keep the World Flawed, features hidden clues that engage viewers across multiple digital platforms.

Encouraging a life lived in a less than perfectionist manner, the satirical video tells the story of a boy and a girl who met after they both chose to get rid of physical flaws. It was directed by François Rousselet and developed by Publicis Italy.

Throughout the creative work, various digital “easter eggs” can be found hidden. On pausing certain frames, viewers can find web addresses and social media handles, such as @wantedsocks, which leads to an Instagram page selling mismatched Diesel socks, for instance.

Meanwhile, the spot’s fictitious restaurant, called Bluffet, is backed by a real website at Bluffet.com, where in collaboration with Buzzfeed’s Tasty, three video recipes aim to fuel flawed behaviour. The final clue, Layover.it, sends users to a flight engine platform that suggests booking real flights with as many layovers as possible.

The spot, which is accompanied by a print ad photographed by Florence & Nicholas, continues the brand’s “Go with the Flaw” campaign strategy, which aims to celebrate imperfections.

Layover.it
Layover.it

To hear about Diesel’s approach to challenging conformity, listen to The Current Innovators’ podcast episode with Diesel’s CEO of North America, Stefano Rosso.

Categories
Editor's pick mobile social media

Ted Baker invites fans to “go fishing” in digital Valentine’s game

SMACK_TedBaker_Solemates_01_1200x800

Ted Baker is marking Valentine’s Day this year with an interactive microsite that plays host to a fishing-themed game.

“Hook your SoleMate” as the initiative is called, sees users casting their fishing rod to try and get a matching pair of items (such as a heart, starfish or lobster). Those who do, are in with the chance of winning prizes.

Created with digital agency, SMACK (who has worked with the brand for three years running), the responsive microsite uses psychedelic graphics and bespoke illustrations. Users get three plays per day, before being invited to share the campaign on social media and return the next day to try again.

Ted Baker’s brand communication director, Craig Smith, said: “Talking to our customers in an innovative way is key to our global marketing strategy at Ted Baker. Through the ‘Sole Mates’ game, we are able to playfully engage both existing customers and introduce new audiences to the world of Ted.”

This is not the first time the brand has turned to interaction and gaming. Earlier campaigns include an Instagram-based treasure hunt and a chemistry-themed initiative encouraging fans to find their “molecular matches”. It also launched a shoppable video for the holiday season at the end of last year.

The Hook your SoleMate theme will also appear across Ted Baker store windows in the run-up to Valentine’s Day.

Categories
Blocks e-commerce Editor's pick technology

Finery launches discovery game for new season collection

Finery_game

British newcomer brand Finery has launched a digital microsite fronted by a quiz to accompany its first autumn/winter collection.

Created as part of its “In the mood for” campaign, which plays on the idea of duality, the game effectively ties together content and commerce by allowing users to discover their best-suited outerwear for the season.

A series of choices are presented, each one with different images representing items from the design team’s inspirations. Stark, sculptural architecture scenes sit against rich chocolate interiors, for example, with those selected leading through to one of the brand’s coats.

Finery_game2

“As an online brand it’s so important for us to create a dialogue with our customers and to engage them in our personality. We chose the coat as the star of the game as our outerwear collection is so diverse and these really are our hero items”, explains brand director Caren Downie, who was formerly at Asos and Topshop.

The launch of the site coincides with a promotional campaign running around London that consists of flyposters featuring graphic images that direct the audience back to the A/W collection. “This shows that whilst it’s important to show the brand physically, the digital home is the flagship and the heart of the brand,” reads a statement from the company.

Categories
data digital snippets e-commerce film social media technology

Digital snippets: Bloomingdale’s, Banana Republic, Liberty London, Chanel, Brandy Melville

A round-up of the latest stories to know about surrounding all things fashion and tech…

instagram

  • Bloomingdale’s launches interactive, shoppable Instagram gift guides [Luxury Daily]
  • Shyp partners with Banana Republic to help procrastinating shoppers [TechCrunch]
  • Liberty London turns Instagram likes into loyalty perks [PSFK]
  • Watch Cara Delevingne and Pharrell sing in Chanel’s latest short film [Fashionista]
  • Brandy Melville: Instagram’s first retail success [Business Week]
  • Very.co.uk leverages real-time OOH for Christmas advent calendar campaign [The Drum]
  • Luxottica and Intel take the fashion/tech hookup to a whole new level [NY Times]
  • Lady Gaga is a 1940s diva in showstopper for H&M [Creativity Online]
  • Van Cleef & Arpels creates interactive microsite for winter [Luxury Daily]
  • J.Crew goes back to Instagram for design inspiration – meet Mayhem, age 4 [BrandChannel]
  • Inspiration meets social media [NY Times]
  • How fashion retailers are using data to deliver personalised customer experiences [BoF]
  • Google want to launch a ‘Buy’ button to hurt Amazon [Business Insider]
  • How a fashion e-retailer uses Apple’s iBeacon technology to reach shoppers in Brazil [Internet Retailer]
  • ‘Bionic Bra’ could revolutionise the brassiere as we know it [Mashable]
  • Infographic: Here’s how sizing varies at different retailers [Business Insider]
  • Selfies are huge in Asia, and brands are having fun with them [AdAge]
  • WeChat reigns as top social influencer for China’s luxury shoppers [Jing Daily]
  • What is holding back fashion on YouTube? [L2 The Daily]
Categories
e-commerce Editor's pick film social media

Levi’s celebrates stories of a “billion jeans” on new #liveinlevis digital platform

Sandrine_Tonye

Levi’s has launched a digital platform set to host everything from shoppable videos to consumer-generated imagery as part of its new Live in Levi’s global campaign.

Created in partnership with AKQA, the microsite is designed to serve as a living lookbook or a showcase of the brand’s jeans being worn around the world. It will combine storytelling with social media and e-commerce, aiming to engage and activate its global community based on the idea of shared experiences.

“Nearly everyone in the modern world owns, or has owned, a pair of Levi’s jeans,” says Stephen Clements, executive creative director at AKQA. “The global ubiquity of the brand and the diversity of people’s style is what we wanted to celebrate. It’s something no other brand can claim.”

Indeed, the tagline for the campaign reads: “A billion jeans. One-of-a-kind stories. This is how the world lives in Levi’s.”

Anchoring the initiative at launch is an interactive shoppable film. Featuring influencers including Sleigh Bells frontwoman Alexis Krauss, through to street-style star Julia Sarr-Jamois, it invites users to further explore each individual story at any point while watching. Access is then provided to photo galleries, product information, videos and links to shop the look.

“The people who wear Levi’s have always been the inspiration for our brand,” says Jennifer Sey, CMO for the Levi’s brand. “This innovation is a way for us to open up our legacy and invite participation from all over the world by allowing users to shop for iconic Levi’s products highlighted in the film.”

In an earlier interview with The Drum, she explained: “We were inspired by all the letters we receive from consumers and so we just wanted to create and facilitate a space for the stories they are already telling about Levi’s. I would say the three goals of the campaign are to assert the brand’s denim leadership, to tell authentic self-expression, which is really our point of differentiation, and to put the brand back at the centre of culture again as opposed to on the fringe.”

The film was shot in New York, London, Paris, Tokyo and Shanghai in collaboration with editorial and production company, Monster Children.

Fans are invited to contribute to the project with their own Levi’s moments by using the hashtag #LiveInLevis across social platforms. The results will be curated by Levi’s and paired with a relevant product that users can click to buy. A certain level of localisation will also occur as content is created and promoted relevant to specific markets.

liveinlevis1

Julia_Sarr_Jamois

Thomas_Bushnell

Zhu_Jiejing

Himm_Wong

 

Categories
digital snippets e-commerce social media Startups

Digital snippets: Prada, John Lewis, Comptoir des Cotonniers, Sephora, L’Oréal

A round-up of the latest stories to know about surrounding all things fashion and tech:

pradasphere

  • Prada delves into visual past with Pradasphere microsite [Luxury Daily]
  • John Lewis picks iBeacons, smart-home Sonos rival, and 3D planning start-ups as final partners for JLab incubator scheme [The Drum]
  • You can now buy Comptoir des Cotonniers directly from ads on bus shelters in France [Fashionista]
  • The ROI: Sephora, Thismoment share results of Pinteresting beauty board launch [BrandChannel]
  • L’Oréal targets ads based on hair colour in online photos [AdAge]
  • ‘Vogue’ makes its Instagram shoppable with Liketoknow.it [Fashionista]
  • adidas promises to exclude consumers unless they opt ‘#allin’ to World Cup campaign [Marketing]
  • Visual search set to make world of imagery instantly shoppable [BoF]
  • Condé Nast drafts an internal ‘Magna Carta’ for native advertising [AdAge]
  • Lingerie brand turns to Snapchat for a voyeuristic, vanishing lookbook [PSFK]
  • Fruit of the Loom turns GIFs into Father’s Day gifts [AdWeek]
  • The power women who are reinventing the way you shop fashion online [Forbes]
  • Mary Meeker’s 2014 internet trends report: all the slides plus highlights [Quartz]
Categories
social media Uncategorized

Vogue Paris tells #storyof1million Twitter followers with dedicated microsite

French Vogue has celebrated reaching one million followers on Twitter by launching a microsite dedicated to its digital history.

Storyof1million – available in both French and English – is an interactive experience featuring highlights of the @VogueParis Twitter handle, through images, music and video.

It documents over four years of coverage; from launch on September 4, 2008 to today. Its first ever tweet read: “Retrouvez dès le 5 septembre les télégrammes de Vogue.com en direct de la fashion week de New York” (See our Vogue.com telegrams from New York Fashion Week from September 5).

Sarah Herz, director of Condé Nast France’s digital operations, explained it as “a unique digital narrative with over 400 elements, created entirely by the editorial staff to celebrate the site’s most exciting and pivotal moments yet”. She added that the initiative was designed to express the magazine’s deepest gratitude to all the followers, fans and celebrities that have supported it.

The one million mark makes Vogue Paris the most followed French publication on Twitter. It continues to tweet from behind-the-scenes with its editorial team, covering everything from exclusive interviews to fashion week shows, news exclusives and after-party snippets.




Categories
film Uncategorized

Chanel launches microsite documenting its history

It might not be the industry’s most exciting story, but it’s great to see Chanel not only announce something digital-related, but do so with an exclusive on a tech site – Mashable.

The French fashion house launched a new miscrosite dedicated to the history of its founder and its legacy products on Friday.

Inside-chanel.com currently features a timeline of the brand from Coco Chanel’s birth in 1883, to its direction under Karl Lagerfeld in present day, as well as a section focused on the No. 5 fragrance.

“Chapter One”, as the latter is referred to, looks at how “a revolutionary scent created in 1921 continues to be the best-selling and most famous fragrance in the world,” according to the company’s Facebook page.

It includes chronological ads (print and TV) as well as a short film called For the First Time, as shown below.

According to Mashable, additional sections accompanied by films will be introduced to the site over time.

“Telling our history on the web and making it accessible to as many people as people is yet another way of marking our difference, reaffirming our values and forming emerging markets by enabling them to discover a world to which until now they had little — or no — access,” a Chanel spokesperson said. “We have always been an innovative brand — that is what we wanted to get across.”

Mashable adds: “Chanel, it’s worth pointing out, only sells its fragrance and beauty collections online, but the company has upped its investment in online content over the past couple of years, particularly in the development of short films.”

A couple of other examples worth checking out include Valentino’s digital archive, and Dior’s online magazine. Check out the No. 5 film below, as well as a number of images from the Inside Chanel site…