Golden Goose

The objective

Community building with US audiences on TikTok for increased cultural relevance

Golden Goose, a Venetian-born fashion brand from the creative minds of Francesca Rinaldo and Alessandro Gallo, was established in 2000 with an approach centered on bringing luxury exclusivity to ready-to-wear lifestyle fashion. Golden Goose has tirelessly built a brand that combines contemporary designs with vintage aesthetics, both rooted in a rich Italian fashion heritage. Today, the brand has collections that include ready-to-wear apparel, accessories, and footwear, as well as flagship stores in major fashion capital cities like Venice, Paris, Seoul, and Tokyo among others.

Golden Goose’s most known design, the Super-Star sneaker, was designed in 2007 and has since risen to iconic status. With its signature lived-in style and casual elegance, the sneaker has become the brand’s touchpoint design with a cult following. Despite its established following of largely European fashion enthusiasts, the brand launched their TikTok marketing campaigns, under the handle @goldengoose with the goal of boosting awareness among US audiences. Seeking to launch paid marketing support to supplement their organic presence on the platform, the brand aimed to gain new followers, build global cultural relevance, and inspire a new generation of Golden Goose lovers.

The solution

Focusing on Awareness, Reach, and Interactions to drive campaign results

Golden Goose’s Super-Star sneaker was created to represent the wearer’s individuality, and to celebrate the imperfections that make everyone their own unique kind of superstar. To reach more superstars globally, but with particular focus on the United States, the Golden Goose team looked to harness the power of Spark Ads to share high quality content that would appearseamlessly in user’s For-You Pages.

For their TikTok focused campaign, Golden Goose employed an approach that featured five distinct strategic elements:

Understanding TikTok and putting a focus on recognizing the uniqueness of the platform’s content and how users consume it helped the Golden Goose team divise the style and approach to their ads.

By understanding that native content produced specifically for TikTok performs best on the platform, the brand ensured that their dedicated social media production team was creating highly engaging native TikTok content, resulting in videos that performed very well.

With their campaign, the team sought to establish a consistent tone of voice that was both authentic to the brand and impactful to TikTok audiences.

The team also created varied content that was sometimes educational, sometimes entertaining, sometimes on-trend, and sometimes all of the above, therby ensuring their content had high virality potential.

Finally, rather than sharing only standard promotional content, the brand’s videos aimed to shine a spotlight on those working behind the scenes, including designers, HQ employees, models, and creators alike as a means of amplifying their message and increasing their audience reach by sharing diverse perspectives.

Recognizing the unique dynamics of TikTok, the brand’s extensive creative strategy enabled it to produce effective, high-quality native content that set the campaign up for success and yielding considerable buzz for their Super-Star sneakers.

The results

Reaching millions and building communities via native content and Spark Ads

Thanks to their approach to promotional planning, and their dedication to keep the platform’s unique audience interests in mind, Golden Goose was able to generate remarkable results with their first-ever native TikTok campaign.

Having aimed to increase their following and build their brand awareness among North American audiences, the team successfully generated more than 71 million impressions and 915 thousand interactions, including likes, comments, and shares, throughout the length of their campaign.

Spanning only a month, their campaign yielded over 81 thousand new followers, and an engagement rate that exceeded the brand’s benchmarks. In addition to these impressive metrics, the brand also enjoyed more intangible positive results following the campaign period, including the ability to engage in storytelling about their culture and values.

TikTok enabled Golden Goose to connect with a younger demographic through trends and challenges, making the brand feel authentic and enabling participation in popular conversations, all while exceeding their marketing metrics via highly successful promotional campaigns.