Champion

The Objective

Global athletic wear retailer Champion is a brand that has been around for over 100 years. So when it came time to bring their iconic reverse weave hoodie to the next generation, naturally, they turned to TikTok.

To do so, Champion ran a campaign in Australia & New Zealand by teaming up with TikTok and Incubeta, a creative agency and TikTok Marketing Partner that specializes in creative, data and marketing to drive business growth, to test if native style TikTok content outperformed repurposed assets when looking at cost per click and click-through rate. By testing creative campaign performance, Champion can make more informed decisions around future campaigns to ensure high audience engagement which ultimately drives business growth.

The Solution

Through the use of the TikTok Creator Marketplace, Champion was able to leverage a diverse pool of talent to authentically bring this campaign to life. TikTok provided the right contacts and resources which saw the campaign achieve exceptional results across four unique creative pieces and a story of versatile on-trend hoodie comfort keeping you looking oh-so cool.

Content creators @mansourgirls, @kikalateef and @d3gelo brought the concept to life without breaking a sweat in their Champion Hoodies. Each creator showcased the featured products in their own style - the @mansourgirls utilised unique dance moves in sync with music to create a dynamic and upbeat vibe. @kikalateef filming in her usual bedroom space, used a stationary camera placement with seamless transitions to highlight the versatility of the Champion Hoodies in multiple styles. Different again, @d3gelo approached the creative with background music and transitions to bring out an aesthetic lifestyle piece promoting comfort in multiple locations in all walks of life.

With these bespoke content pieces, Champion was able to reach and engage with its target audience in a style that was organic and real, which just goes to show the importance of native creation of content on TikTok.

The Results

The results were true to that of a sporting CHAMPION, take a bow! In a quick comparison between the TikTok styled creator content and the repurposed ads, the influencer videos’ click-through rate was 38% better, and their cost per click was 73% better than the repurposed ads.

For Champion and other advertisers, the results proved a gold medal example that bespoke TikTok style creative performs better than repurposed ads. Though the repurposed ads still performed well, it just comes down to achieving optimal campaign performance.

By engaging Incubeta, a TikTok Marketing Partner, to produce the campaign ad creatives, Champion was also able to save time, scale their creative production process and leverage Incubeta's expertise in generating these high-performing creatives on TikTok.

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