Our idea was to create a world first by hosting a globally live-streamed shoppable concert using TikTok. The short-form content platform was positioned perfectly to capture the attention of our young target audience.
To make this happen, and make as much noise as possible, we worked with ellesse brand ambassador and pop star extraordinaire Zara Larsson. Larsson took to the virtual stage wearing a number of ellesse outfits which viewers were able to view details of and purchase directly through TikTok shopping. This interactive, live shoppable event via TikTok was an incredibly innovative world first.
To further contribute to the buzz we wanted to create around the event, we created a TopView ad to capture the attention of TikTok users, right at the top of their feed. We also created a branded hashtag challenge, #BeBold. Using a bespoke branded effect, the hashtag enabled fans to become part of the show itself as Larsson’s backing dancers. They could submit videos of their own dance videos set to Larsson’s hit song Right Here, and potentially see themselves as backing dancers during the performance.
This incentive drove high levels of engagement. The additional collaboration with TikTok creators in recording videos dressed in ellesse clothing added further hype to the already exciting event.