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Take a scroll on the Marc Jacobs TikTok account and you might forget that you're on the page of a designer fashion brand.
Instead, you'll see a collection of posts that look like they were plucked straight from the accounts of some of the platform's most viral popular comedians--but with a twist: They're all wearing pieces by the designer.
From a skit by the TikTok Rizz Party boys to a dance video by Hugo Hilaire, Marc Jacobs--a New York City-based label owned by the French luxury conglomerate LVMH--has been turning to influencers to promote its products on the social media platform. The videos have been a success: many influencer partnership videos have garnered more than 300,000 views, and five have surpassed the one-million mark. By contrast, several videos on the account that do not feature influencers have less than 30,000 views. The Marc Jacobs team could not be reached by the time of publishing.
Despite the looming threat of a TikTok ban , brands are still making the most of the platform as a marketing tool--and Marc Jacobs's approach is one successful tactic other businesses may take inspiration from.
Chloe Sappern, founder and CEO of social media consulting company Chloe Sappern Creative LLC, says this increase in engagement is likely due to the company's ability to take a unique approach to interacting with what's trending on the app. She says the most successful branded content campaigns she sees on TikTok are those that don't make users feel like they're being sold a product; it's an added bonus if videos don't feel highly produced.
"They're leveraging a multitude of influencers, inserting themselves into the cultural conversation by activating these creators, and putting their own spin on trends," she says. "I think that signals to an audience that Marc Jacobs has their pulse on what's cool and they know what's going on."
