Humour and High Fashion: Marc Jacobs TikTok Campaign

When you picture Marc Jacobs, I bet you picture high end, luxury and expensive. Well, their new marketing strategy is going to surprise you. 

Out With The Old

It’s safe to say that Marc Jacobs’ TikTok presence was pretty boring. Was it aesthetically pleasing? Yes. But was it engaging and did it get people talking? No. 

Although their Instagram account, at a staggering 12.3 million followers, is aesthetically pleasing and all round successful at showcasing the luxury element of the brand, is a key example that what works for one platform may not work for another. 

Leveraging TikTok

Now, when you click on Marc Jacobs TikTok account, you may think you’ve come across a comedian, not a high end fashion brand. 

Utilising top comedic influencers, Marc Jacobs have successfully connected with Gen Z and opened up a whole new customer base with their marketing strategy. Instead of sending products to influencers in return for a paid post, they have added influencers content directly onto their account. This has, in turn, increased Marc Jacobs’ visibility without restricting influencers on a paid campaign brief, making the campaign feel natural and not over commercialised. 

Harnessing the power of influencer content has brought in millions of views, a sharp contrast to their curated, non-influencer content. 

This case study is a great example of how brands can cater their marketing strategy to align with new norms and user expectations on each individual platform. Had Marc Jacobs stuck to their curated content, they wouldn’t have been able to tap into a whole new segment of customers. 

If you’re looking for influencer marketing or PR to help with a campaign, launch a new business or simply want to boost your product or service, don’t hesitate to reach out! We’d be happy to help.

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