Published by Sue Johns-Chapman
Published Date 18.07.2022 We started seeing a saying on social media, “if it looks like a Rise at Seven Campaign, it probably is.” The difference between us and our peers is our understanding of the perfect balance between drivers and facilitators. Drivers in this case being social media, influencers, OOH, PR and facilitators being SEO, UX, and Content. For every campaign we run, we look after both, to ensure our client reaps ultimate success.
In the case of TikTok top, we used influencers and social media to influence search volume. How? We saw the viral sensation that was the ‘tiktok leggings’ increase in search demand by 966%. It even had a knock on effect on people looking for ‘ribbed leggings’, see below.
Then Zara made pink jeans a thing. But, people weren’t searching for ‘pink jeans zara’ they were looking for ‘pink jeans’. And Zara was nowhere to be found on Google.
Best believe, Next had a good week of trading off the back of Zara’s TikTok viral success. Imagine the cost of the opportunity if Zara had ranked 1st, 2nd or 3rd for the term. So that’s exactly what we did for our client PrettyLittleThing.
We knew PLT ranked #1 for Cross Body tops, so to prove our theory right, all we had to do is get these tops to trend across TikTok and we would eat up the organic share volume. Having already taken care of the Facilitator (SEO), we focused on the Driver (TikTok and Influencers). We sent the style out to over 50 influencers, some gifted, others paid, making the top inescapable on the FYP. Soon, everyone was wearing the style and our specialist reactive PR team made sure to put PLT at the heart of it.
Searches for the style increased by 841%, we drove an extra 50K traffic to the product page, generated a five figure revenue increase and secured over 10M organic views on TikTok.
We’re thrilled to be shortlisted for the Social Media Awards 2022. The beauty of this campaign lies in its simplicity. The difference was that we used TikTok to create organic search demand knowing our client would profit. The cherry on top? The whole campaign cost less than £5K.
We’re in great company for the category ‘Best use of TikTok’ and wish all other entrants the best of luck at the awards in September.
Looking for ways to stand out on Social? We’d love to chat.
