Issue #2: Hollister on TikTok

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Welcome to Good TikTok Creative!

We are Simon Andrews and Anthony McGuire, two people who have been working in marketing, advertising and media for decades.

We are very excited about TikTok as a brand new platform for creativity and think this topic is severely under-explored.

TikTok Case Study #2 = Hollister

Simon’s Take:

One of the neat things about the TikTok ads tools is that you can search for and connect directly with influencers that suit your brand. Hollister went straight to the top with this partnership with TikTok legends Charli and Dixie D’Amelio. They are right on brand for Hollister and Hollister is right on brand for them so it’s no surprise to see this collaboration reach 2.5bn views in a matter of days.

They worked it well with a good hashtag challenge and a new song - which has popped on Spotify too. One other element we suspect is that Hollister used this content on the video walls that epitomise their stores. And it’s a long term partnership so we are excited to see what they do next.

Anthony’s Take:

Funnily enough, I actually went to high school in Connecticut just like Charli and Dixie D’Amelio. Hollister has made a very smart choice by working with these sisters, who now symbolise American teen culture. Also, by working with Bill Nye the Science Guy they have found a relatable ‘cool teacher’ figure for teenagers. Hollister makes the campaign more fun by creating a contest with the prize of winning a meet and greet with the D’Amelio sisters. At the same time, the video creative about ‘testing the quality of the jeans’ is actually pragmatic and speaks to a tangible product benefit.  

Let’s not forget that Charli D’Amelio posted her very first TikTok video just over a year ago. In that relatively short time period, she’s gone from being a regular Connecticut teenager to literally one of the biggest influencers on the planet. She has more TikTok followers than anyone else on the app and when you pair Charli up with her similarly famous sister Dixie, you have TikTok’s biggest power combo. The terms of the commercial agreement between Hollister and the D’Amelio sisters must have been epic... 

Have you seen good creative on TikTok recently? Let us know and we can feature it in a future newsletter.