fbpixel Flannels x Paul Smith SS23 - MG Empower
CS_Flannels_X_PS
FLANNELS x Paul Smith SS23
#inFLANNELS #PSPaulSmith #inFLANNELS #PSPaulSmith #inFLANNELS #PSPaulSmith #inFLANNELS #PSPaulSmith
Platforms
UK
#inFLANNELS #PSPaulSmith

Capturing Gen Z hearts and minds with binge-worthy TikTok Shop content.

When the PS Paul Smith SS23 collection dropped, exclusive to FLANNELS online and in-store, they asked MG Empower to capture and convert Gen Z consumers with a fun and relatable social campaign. So we worked with six fashion TikTokers, integrating organic with shoppable content and paid media – leveraging the Paul Smith narrative in all the right ways to engage the target audience.

 

GLOBAL STRATEGY AND CREATIVE / INFLUENCER DISCOVERY AND PLANNING / END-TO-END CAMPAIGN MANAGEMENT / POST-CAMPAIGN INTELLIGENCE / PAID STRATEGIES AND OPTIMISATION / INFLUENCER AMPLIFICATION

34.789023456 M
VIEWS
34123.34567 K
LINK CLICKS
01.789078901 %
PAID CTR

Launch the PS Paul Smith SS23 FLANNELS SMU collection in style.

To ensure the new collection landed with a splash, FLANNELS and Paul Smith wanted to drive clicks and conversions through shoppable content while also elevating the brand awareness, desirability and relevance of the collection among Gen Z male consumers.

 

 

 

 

Challenge.
Strategy.

Leverage TikTok Shop to create a seamless path to purchase from discovery to conversion.

We asked six fashion TikTokers – with a proven track record of driving end-of-funnel business objectives – to create upbeat, on brand video content that featured as many of the products from the collection as possible. Encouraging them to use the TikTok Shop feature drove an end-to-end purchase journey, and created opportunity for future campaigns thanks to the possibility of linking more than one item of clothing.

CS_WEB_Flannels_X_PS

A smart amplification strategy maximised consideration and conversion.

Running Spark Ads extended the reach of organic TikTok content, leveraging the authenticity and authority of the influencers’ profiles with creative that engaged the target audience.

Results.

The integration of organic and paid media with TikTok’s in-app shopping experience increased brand resonance – and revenue.

The influencers came through with on brand content that resonated well with our target audience, and strong TikTok Shop results demonstrated the feature’s potential to maximise ROI – particularly when amplified by a dynamic and targeted paid media strategy. Overall, paid activity leveraged traffic to PS Paul Smith on the FLANNELS TikTok Shop by targeting audiences that aligned with our influencers to build credibility with likeminded consumers.

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