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Looking at Luxury Brands on TikTok
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We can’t help but talk about TikTok – It’s becoming impossible for brands to ignore the platform and for those who have adopted it, results are coming thick and fast.
One sector in particular reaping the rewards of the new ‘King of Social’ is the luxury sector. With iconic fashion houses and new-age beauty brands taking charge.
From a recent Fanbytes post 5 brands are mentioned as breakthrough’s – Moncler, Gucci, Fenty, Burberry and Dior
These iconic brands have risen to fame on the platform and realised its not just Gen Z who are viewing their content.
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The Big Opportunity
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Compared to traditional media or even the established social media platforms, TikTok offers a unique opportunity to luxury brands.
They have a platform where showing yourself is rewarded and for fashion that means letting potential customers have a sneak peek to the inner workings of the brands. They are not advertising (explicitly) they are building lasting brand advocacy.
In our opinion, TikTok will have the same power as TV advertising does within the next 10 years. The brands who adopt it now will become clear leaders and strike gold.
In a TikTok case study Celine achieved results like never before using the platforms advertising tools.
From the study – Running for just two days across four countries, the CELINE TopView campaign yielded some incredible results during the short time it was live.
More than 52,000,000 impressions were recorded throughout the campaign, with a total of 22,9M 2s video views. Across the two days and four markets, the average click-through rate was 17.74%.
It doesn’t come cheaply but what other platform allows brands to initiate a advert to every user across 3billion devices and achieve a CTR of that magnitude?
Looking at the landscape there are a lot of brands still not engaged, and even one of the most powerful brands in the World, Rolex doesn’t have a presence.
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Where’s the Rest?
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Compared to traditional media or even the established social media platforms, TikTok offers a unique opportunity to luxury brands.
They have a platform where showing yourself is rewarded and for fashion that means letting potential customers have a sneak peek to the inner workings of the brands. They are not advertising (explicitly) they are building lasting brand advocacy.
In our opinion, TikTok will have the same power as TV advertising does within the next 10 years. The brands who adopt it now will become clear leaders and strike gold.
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If your brand is on the fence, our consultation services can evaluate the opportunities TikTok provides as well as the strategic, Influencer and production capabilities for you to make the most of the platform.
If you have any questions please reach out.
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