Why Even Luxury Brands are Investing in TikTok (Elevate Connect)

Key Takeaways

  • While it may come as a surprise to some, TikTok has established itself as a prime place where brands want to be seen – even luxury brands.
  • Sampling is a tried and true marketing method – but also a missed opportunity if brands don’t take advantage of its experiential nature.
  • How society thinks about and expresses gender is changing, and brands are wise to consider marketing opportunities surrounding inclusivity.


Luxury Brands Go All in on TikTok

Luxury Brands Go All in on TikTok

Although in the past luxury brands have typically embraced traditional forms of marketing, many high fashion brands are going all in on TikTok. Many of these brands use social media to promote brand awareness and longevity. As a result, their experience often leads them to be faster to adopt the newest online trends. Some luxury brands of note that are making waves on TikTok include Prada, Dolce & Gabbana, and Burberry.

A common approach is to partner with a TikTok influencer and let them take the reins. During Milan Fashion Week, Prada partnered with 15-year-old TikTok star Charli D’Amelion and asked her to create content during the runway show. Her top video garnered 5.7 million likes, 64,300 shares and 36.8 million views. Click here to see how other brands are finding their place in the TikTok sphere.


Sampling: Part of Well-Crafted Brand Activation Strategy

Sampling: Part of Well-Crafted Brand Activation Strategy

While digital remains a battlefield when it comes to brand marketing, experiential activations continue to bring brands to life. They even revive those that have undergone a marketing hiatus. Brand activations aim to enhance a brands exposure, and one of the strongest methods is sampling.

Business Woman Media explains why many sampling campaigns get a brand seen and heard, but not often remembered. Sampling is opportunity to interact with consumers, and heightening that interaction through a well-designed brand experience makes an impact. Brands can consider providing incentives – or any compelling motive – to engage with the product before they even receive a sample. Read more to see what a successful sampling campaign looks like and how you can avoid “passive interactions.”


How to Leverage TikTok to Engage Gen Z

How to Leverage TikTok to Engage Gen Z
TikTok is on fire, having been downloaded more than 1.5 billion times on the App Store and Google Play. In its very short life, it’s reach has already eclipsed LinkedIn, Twitter, Pinterest, and Snapchat. The platform’s short-form video makes its content simple and shareable. The app succeeds in combining the best aspects of its competition: the now defunct-Vine’s focus on quick video, Twitter’s tending hashtags, and Instagram’s influencer community.

More brands are leveraging TikTok buzz to galvanize Gen Z into ultimate brand engagement. For example, to celebrate National Avocado Day, Chipotle Mexican Grill challenged TikTok users to partake in their #GuacDance Challenge, which generated more than 250,000 submissions in a week. The campaign is currently TikTok’s highest performing branded challenge. It even boosted sales of guacamole, helping retailers sell more than 420,000 pounds of avocados.


Is Your Brand Getting the Six Best Benefits of Working in Partnership?

Is Your Brand Getting the Six Best Benefits of Working in Partnership?

It’s simple. When brands work together, they can achieve more with less. Although brand collabs are good and plenty, an actual partnership represents an ongoing relationship that has the potential to produce much more. The Drum interviewed 20 of the top brand partners in their “Connect Partner Bank” and extracted the six best benefits of working in partnership.

The first benefit of a brand partnership? Reaching your audience more efficiently. Since your partner’s audience has already bought in to that brand’s values, your own introduction comes with a significant amount of credibility that otherwise takes years to build. Read on for the five other benefits and remember – choose your partner wisely.


Why Marketers Must Evolve their Outlook on Gender — or Lose Out

Why Marketers Must Evolve their Outlook on Gender — or Lose Out

To connect with the Gen Z audience, marketers must consider a new gender paradigm. According to Marketing Dive “the adoption of less narrow, binary gender parameters could prove particularly crucial to winning over elusive young consumers who are more accepting — and demanding — of diverse representation.”

Recently, Starbucks debuted #whatsyourname, a campaign which followed the company’s recent television ad featuring a transgendered teen. The campaign explores the significance of choosing one’s name in the trans community and members’ associated struggles. Oscar Yuan, president of Ipsos’ Strategy3, believes it is the responsibility of brands to understand our new gender reality and produce neutral products. Read more to see how brands can create meaningful campaigns, all while avoiding accusations of “woke-washing.”


Working Parents, Give Yourself Permission to Recharge

Working Parents, Give Yourself Permission to Recharge

For many parents, it feels natural to put their child’s needs ahead of their own – even if that means compromising their own health and happiness. Yet, this often leads to parents completely neglecting their own self-care and the resulting burnout. And this burn out does not take place in a vacuum – it affects all other aspects of their lives, especially their work.

In an article in Harvard Business Review, the time management coach/author believes that, to properly love and care for your children, you need to love and care for yourself. When you schedule time to recharge, whether that be exercise, relaxation, or even time with friends, you are more present at home and at the office. Read the article for tips on how working parents can reconnect with themselves.


Microsoft is Encouraging Girls to Express Creativity Through Technology

International Women’s Day

For this year’s International Women’s Day, Microsoft is celebrating by helping young girls develop their STEM skills. The tech company will host a series of events throughout March that encourages them to express creativity through technology.

“Barbie: you can be anything” is an exciting hour-long coding class taking place in London, and is built around Barbie and her friends. Other sessions will teach entrepreneurial skills, rally around a cause in the community, and build connections with other young girls with the same passions. Learn more about the event and its themes here.


‘Hibernating the Business’: DTC Brands are Making Tough Decisions to Deal with Coronavirus Long Term

‘Hibernating the Business’: DTC Brands are Making Tough Decisions to Deal with Coronavirus Long Term

The escalation of coronavirus is projected to cut global economic growth in half and hit some countries’ financial systems even harder. With major disruptions in global supply chains, the ripple effect has begun to negatively affect those in the beauty and fashion sector, especially DTC.

DTC underwear brand Jonesy recently had to make alternative business decisions, as many of the materials used in their New York factory come from China. And they had to make those changes quickly. Modern consumers expect seasonal fashion drops, but many DTC brands are having to sacrifice newness and variety due to limited supply. Here are some other brands that could be devastated if the outbreak magnifies.


Author: Nick Riggall


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