Issue #28 - Marc Jacobs on TikTok
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Welcome to Good TikTok Creative!
We are very excited about TikTok as a brand new platform for creativity and think this topic is severely under-explored.
When we talk with the people behind smart TikTok campaigns they tend to be the digital team and often it’s the younger ones who really get the opportunity of TikTok.
But increasingly we see C level execs taking an interest, as the impact seizes their attention.
With Coty I saw their CEO on the latest earnings call, taking about TikTok being a key part of their strategy;
….our creative TikTok campaigns for Marc Jacobs Perfect fragrance and CoverGirl Clean Fresh makeup have each garnered close to 10 billion views, further cementing both launches with younger consumers. In fact, the Marc Jacobs campaign surpassed TikTok beauty averages in video views, engagements, and engagement rates for the entire first half of calendar '20.
What is the recipe to get 10bn views? You choose the best TikTok ingredients, but put them together is a new, fresh way.
Marc Jacobs has a very specific aesthetic so selecting talent is key. Rickey Thompson has been part of his circle for a while and here they let him perform the perfect role – with Lizzo on the tune too. Then they handpicked some of the best influencers – all very much on brand – and found a format that make duets feel really novel.
These 10 ‘seed’ videos did really well – and gave the TikTok community the recipe to make their own videos.
When you flick through the videos it’s hard to distinguish those with the MJpartner tag from those from the community. Often the hashtag numbers are inflated as people add it to any video in the hope of getting more views – but that doesn’t look the case here.
It’s a great example of a brand getting TikTok right – and being rewarded with great reach and engagement.
We’ve seen a lot of good TikTok creative from fashion and beauty brands. In previous issues, we have covered companies ranging from L’Oréal to Celine to Gucci. Now we are talking about Marc Jacobs Fragrances, which is a division of Coty Inc.
While we don’t know the exact performance metrics of the campaign, Coty’s CEO was pleased enough with the results of the Perfect As I Am Marc Jacobs campaign that she mentioned it on their latest earnings call.
As described on the #PerfectAsIAm TikTok page,
“I am Perfect. You are Perfect. We are Perfect. PERFECT MARC JACOBS is our new fragrance celebrating self-love and individuality. We challenge YOU to duet @RickeyThompson and show us how you are #PerfectAsIAm, in your own authentic style.”
It’s quite an uplifting message, for both the people watching and the people who are creating their own TikToks.
Then you look at the creative execution and it seems so straightforward. People walk up to the camera expressing themselves and changing outfits while they duet with hilarious creator Rickey Thompson.
This is also a clear example of how the TikTok aesthetic is very different from the Instagram aesthetic. Ahhh I remember the days of 2015 when I was working at Instagram, pitching the platform as a sort of digital high fashion glossy magazine. And a lot of Instagram ad creative at the time reflected that characterisation.
Now we’re literally seeing TikTok campaigns like #PerfectAsIAm that are so low production and relatable that even I could make a TikTok right now in my bedroom to participate. In fact, the whole point of a TikTok hashtag challenge is to get someone like me to participate.
Make note of this—it’s truly an evolution in how marketing works in 2021.
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