Whaaat Liverpool

The Objective

Winning over an audience by speaking their language

At the end of 2023, Liverpool set the ambitious goal of expanding its reach and connecting with more diverse audiences, specifically younger generations. The challenge was to captivate over 26 million members of this generation, according to the client, with INEGI data (2023), by showcasing everything Liverpool has to offer.

However, connecting with this audience required speaking their language and understanding their forms of expression. To achieve this, Liverpool embraced one of this generation favorite expressions that they found that is "Whaaat," used to convey surprise and excitement, as the cornerstone of their communication. Recognizing that TikTok could be a good way to reach them , they partnered with it to showcase not only individual products but also complete outfit ideas available on their website, creating an authentic and meaningful connection with their target.

The Solution

Unlocking Engagement with Branded Mission

To achieve the goal of connecting with the audience and gaining visibility, Liverpool crafted a campaign focused on creativity and involving content creators closely tied to this community. The aim was to generate awareness, brand association, and purchase intent, and for that, it was crucial to implement a strategy using the Branded Mission solution.

Instead of simply promoting products, Liverpool challenged creators to take part in a unique challenge: to find their favorite products on Liverpool’s Marketplace and share them on TikTok using the hashtag #WhaaatLiverpool.

The concept behind the campaign was to speak the language of the target, so creators were encouraged to use a popular expression among them: “Whaaat.” Influencers didn’t just showcase the products they found on Liverpool’s website; they also shared their personal opinions about what they liked most about them, describing them authentically while always adding that element of surprise that is characteristic of the community. This approach not only created a sense of trust and connection but also sparked direct interaction with followers.

The impact was immediate. The hashtag #WhaaatLiverpool quickly gained traction on the platform, driving user participation as they shared their discoveries from Liverpool with their own personal touch. Community-generated videos were turned into ads, amplifying reach and delivering the impact the brand needed. The campaign became a trend on TikTok, with users creating their own versions of the challenge, allowing Liverpool to strengthen its connection with the audience and position itself as a brand that truly understands and speaks their language.

The Results

Achieving engagement and brand impact

The impact exceeded expectations, reaching a broad range of consumers and staying relevant to the targeted audience. The results were as follows:

• Over 300 creators shared their discoveries on TikTok.

• More than 500 participants generated over 61 million video views.

• An engagement rate of 4.7%, equivalent to almost 3 million likes, comments, and shares.

• The hashtag #WhaaatLiverpool achieved over 61 million views.

• 80% of the people impacted were from their main target.

• A measurement study (BLS) revealed that nearly 1 million Gen Z users changed their opinion of Liverpool favorably.

• 543 videos were created as part of the campaign.

These results reflect the campaign's success in connecting with the audience and creating a positive impact on brand perception.

Source: TikTok Marketing Science Mexico, BLS Study, 2023.

Client's internal data