LuisaViaRoma

The Objective

Embracing in-house creativity with the perfect product

A leading name in luxury since the early 20th century, LuisaViaRoma is synonymous with both style and substance. Founded in Italy in 1929, it is home to more than 600 designer brands today, spanning multiple verticals including fashion, accessories and homeware.

Recently, the brand identified a gap in its marketing strategy; it lacked creatives that it could refresh periodically. That’s where TikTok Symphony came in. A brand-new suite of creative solutions, TikTok Symphony, was designed to enhance each step of the content creation journey, enabling brands to elevate their creativity with minimal effort – for maximum results.

As 64% of users are eager to see AI content by creators and 45% are interested in brands’ AI content, [1] TikTok Symphony allows brands like LuisaViaRoma to meet audience expectations by producing creative through Generative AI. Aiming to boost engagement and drive more sales, LuisaViaRoma leveraged the suite to achieve its aims while demonstrating its commitment to innovation.

The Solution

Tailoring campaigns with a creative suite

LuisaViaRoma started running campaigns in July 2024, all of which targeted an Italian market. As the first Italian brand to leverage TikTok Symphony, it utilised the platform’s capabilities to its fullest. Specifically designed to facilitate in-house creativity, TikTok Symphony allowed the brand to produce different creatives for different campaigns with different objectives.

Applying TikTok’s best practices while demonstrating its own testing mindset, LuisaViaRoma used three generic avatars – one male and two female – to create different types of videos, including unboxing[1] and greenscreen versions.

Promoting the brand’s reward programme, the avatars guided the audience through the user experience in both English and Italian. As footage of rewards played in the background, the avatars incentivised users to shop with LuisaViaRoma in order to earn points which can be redeemed for free shipping and luxury experiences. This allowed the brand to scale personalised messaging across its main market, reinforcing its luxury positioning while increasing engagement.

By alternating digital avatar videos with its regular editorial and TTTC/TTCX content, LuisaViaRoma was able to maintain a high level of creativity while effectively engaging its audience.

The Results

Exceeding expectations across multiple metrics

By enabling LuisaViaRoma to produce creative in-house and at scale, TikTok Symphony changed the game for the heritage brand, proving itself a valuable asset within its paid social strategy, and driving significant success across its metrics.

With compelling messaging at the campaigns’ core, TikTok Symphony helped pique the attention of the brand’s target market in Italy, effectively driving engagement. Furthermore, as 80% of its clicks were driven through avatars, the brand intends to continue its use when it scales in the States next year.

Indeed, the avatars currently account for 70% of the brand’s budget in Italy. Over the course of 10 to 13 weeks, LuisaViaRoma’s campaign achieved a 71% click-through rate and an 11% lower CPA, proving itself crucial to the brand’s success.