Launch MR PORTER on TikTok with a unique and distinct creative approach.
Increase brand familiarity and share of voice among luxury brands on the platform and present MR PORTER as a unique player with a distinct TOV.
Develop content that adds value by educating and inspiring men everywhere, and introduce the brand to new audiences with the objective of building a highly engaged audience over time.
WHAT WE DID
We needed to cut through the TikTok noise, by developing TikTok-first content, embracing TikTok formats and style of content, and pairing that with MR PORTER’s expert knowledge, luxury credentials and brand values.
MR PORTER’s curation of collections are so much more than fashion – it’s everlasting style. In a world of trends and fads, we needed to shift beyond passive TikTok content and create deeper engagement.
From this we launched “The Explainer” a content series that explores the origin of garments and style subcultures and taps into how style evolves and how luxury brands cater to these.
We phased this content out into a mini content series. These 4-part content segments bring to life how trends start, who’s wearing them, and how to piece them together.
We have just launched on TikTok organically and already amassed a +74.5% increase in views compared to previous brand content.
We’re incredibly excited to see how this content starts to perform – watch this space!