Michael Kors
Driving Back to School messaging with creator partnerships
The Objective
Leveraging creator partnerships for a back-to-school campaign
Back-to-school is one of the biggest fall moments for brands in the Middle East. To drive awareness and engagement around its products with the student audience, luxury brand Michael Kors chose to run a back-to-school campaign on TikTok, targeting the countries of Saudi Arabia, UAE and Kuwait. Michael Kors partnered with TikTok content creators in the region who were popular in the travel, beauty and lifestyle categories.
The Solution
Showing luxury through creativity
TikTok Creator Marketplace makes it easy for brands to discover creators who are the right fit for them. Michael Kors leveraged the marketplace to find creators across the region who could bring the campaign to life, adding their own personal and creative twists to the brand's products.
Some creators showed off curated back-to-school products to the tune of upbeat songs from TikTok's vast music library, while one opted to show how Michael Kors had the right handbag for everyone going back to school—from high school and college students to teachers!
One of the creators the brand partnered with was @yaraaziz. Yara shot her video right in a Michael Kors store, where she showed off full ensembles and asked her 4.9M followers to choose which look was their favorite! Watch the fun video below:
To amplify the campaign's reach, Spark Ads were used to boost the creator videos. Spark Ads allow brands to boost the organic videos of creators as In-Feed Ads.
The Results
Achieving cost-efficient reach and engagement through creators
The campaign exceeded its target impressions with a whopping 58M impressions, reaching an audience of about 8.3M across the region.
At $0.68 CPM, the campaign also proved very cost-efficient. The strong engagement from the videos showed how the creators’ authenticity resonated with the community.
As TikTok’s official platform for brand and creator collaborations, TikTok Creator Marketplace made it easy to discover and brief multiple creators in one place. Thanks to the first-party reporting feature, the brand was able to see each creator’s video performance in real time.
Want to leverage creators for your next seasonal campaign? Take the first step at TikTok Creator Marketplace.
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