‘It’s a whole new code to crack’: Inside Studs’ beefed-up TikTok strategy

Ear piercing retailer Studs is taking a extra severe stab at TikTok. During the last 12 months, the three-year-old, New York Metropolis-based model has ramped up paid media spend and began partnerships with TikTok creators to drive enterprise development and increase model consciousness.

Since gaining traction in late 2020, advertisers have been spending massive on TikTok for 3 causes: to diversify media spend, faucet into cultural moments and get in entrance of a youthful viewers. TikTok advert spend is predicted to hit $5.96 billion in internet advert income within the US this 12 months, accounting for two.4% of the nation’s almost $250 billion in digital advert spend, per eMarketer.

For the primary time since launching its TikTok account in September of 2020, the jewellery firm is allocating anyplace from 10% to 30% of its development advertising and marketing price range to TikTok efforts, in accordance with a spokesperson for the corporate. There was no spend on TikTok in 2021. 

“The thought was to see if we might use the launch to drive development for TikTok and take a look at some experimentation with completely different TikTok creators,” Lisa Bubbers, Studs’ chief model officer and co-founder stated. “We need to acquire traction on any storytelling platform that may authentically inform Studs’ story and drive development of the enterprise.”


Drive model consciousness; Showcase model persona; Faucet into traits to spice up visibility; Drive outcomes via partaking area of interest communities.

Final 12 months, Studs spent simply $15,000 on paid media, in accordance with Kantar. That quantity doesn’t embody social spend, as Kantar doesn’t observe these figures. Studs spent greater than $470,000 on Fb and Instagram from January to April of this 12 months, Pathmatics reported. That quantity is barely down from the $527,000 spent in 2021. In 2020, the ear piercing model spent simply $40,000 on Fb and Instagram, per Pathmatics. 

As a result of TikTok doesn’t but have a direct hyperlink on particular person posts, much like Instagram’s swipe up characteristic, the platform serves as extra of a model consciousness channel for the corporate, Bubbers stated. “It’s not a direct response channel for us but, the place you’re wanting on the conversion within the app to the gross sales,” she stated. “It’s a extremely efficient instrument to drive eyeballs concerning the model.” 

In April, Studs rolled out a TikTok marketing campaign for the model’s Out of This World Assortment, selling its glow-in-the-dark jewellery. It was produced in-house by way of the model’s social group. The marketing campaign leveraged influencers together with comedy creator Janine DeMichele Baggett, who goes by @retro.avocado and has greater than 135,000 TikTok followers, and makeup artist Serena Adelaide, who goes by @serenaaide on TikTok and has greater than 10,000 followers. 

In keeping with Bubbers, TikTok gives a distinct sort of storytelling, permitting Studs to showcase its persona. There’s additionally the chance to faucet into the app’s trending sounds to spice up visibility, she stated. 

“You must create that muscle in that machine with the intention to drive natural development. That’s an enormous a part of our advertising and marketing technique,” she added. 

You must create that muscle in that machine with the intention to drive natural development. That’s an enormous a part of our advertising and marketing technique.

Lisa Bubbers, chief model officer and co-founder, Studs

It’s a promoting level for a variety of manufacturers which have been dazzled by TikTok’s unscripted nature and propensity for viral movies. Not too long ago, corporations like plant-based meals model Silk and Viv interval care model have boosted their efforts on TikTok. 

At advert company Hill Holliday, almost all consumer-focused purchasers are realizing TikTok is greater than a burgeoning development, and is as a substitute a platform the place tradition is created, stated Religion Previtera, Hill Holliday’s svp of content material technique. In keeping with Previtera, these purchasers have largely created some type of presence on TikTok, whether or not within the type of paid advertisements, natural content material or sponsoring a branded problem or development. The Boston-based advert company has labored with purchasers similar to Financial institution of America, Planet Health and Celebration Metropolis.

“For manufacturers, probably the most useful resource environment friendly and result-centric strategy to leverage TikTok is by harnessing the facility of area of interest communities, figuring out the leaders of those, and associating with them,” Previtera advised Digiday in an e-mail. 

Nonetheless, as a substitute of leaning on going viral as a technique, Previtera advisable that manufacturers “faucet into pockets of the web, discover what unites them collectively, determine the leaders and allow them to activate a domino of engagement.”

Whereas TikTok promoting with creators and influencers remains to be within the early levels for Studs, the younger model stated it’s excited about persevering with down the trail it’s presently on. As TikTok continues to roll out extra shopability options, Bubbers stated Studs will leverage that as properly. 

“It’s an entire new code to crack, however I believe we’re succeeding,” Bubbers stated.


‘It’s a whole new code to crack’: Inside Studs’ beefed-up TikTok strategy

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