Authentic. Edgy. Entertaining. Brands are relaxing their guidelines to reach Gen Z on TikTok:
1.ASOS ASOS launched a hashtag challenge featuring influential UK and US creators like Loren Gray, Michael Le, Jordan Fisher, and Holly H. Over 3.3m video views. (Source: Marketing Week).
2.Crocs An early adopter. Its #ThousandDollarCrocs challenge featuring rapper Post Malone asked people to customise their shoes. Fans stepped up in their thousands.
3.Little Moons. Hyper-viral bite-sized ice-cream brand with quirky tone-of-voice. “15,000 TikTok videos, generating more than 150 million views. Sales surged by over 2,000%,” according to Marketing Week.
4.Eyebrow Queen EQ have really cut through with post-millennials. Principally by using “a lot of UGC videos…and make-up look inspiration to recreate at home,” according to The Social Share.
5.Amazon Fashion “Best Amazon Fashion finds!!! Obsessed! #blackfridaytips.” As Teen Vogue says: “We dare you to scroll through TikTok without encountering an Amazon haul.”
6.Ralph Lauren Using the tag #WinningRL, the fashion brand asked customers to share a real-life challenge they’d won. The first TikTok challenge tied to a sporting event – the US Open tennis. Over 821 m views (Source: Marketing Week).
Extract from Human Capital – Drayton’s business magazine.
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