Off-White c/o Virgil Abloh

The Objective

To celebrate Virgil Abloh’s vision, Off-White™ hosted an exclusive FW22 & haute couture “HIGH FASHION” collection show in Paris – and its objective on TikTok was to give the community access-all-areas to generate mass awareness and hype. 

The Solution

Known for being a complete visionary, there was really only one way to launch the Virgil Abloh Collection on behalf of the late fashion entrepreneur – launch it LIVE on TikTok. Off-White™, in partnership with TikTok’s Creative Lab, used a Branded TikTok LIVE to stream the entire event and give the community all-access to the show. It generated pre-launch hype with famous DJs across the globe, from London to Paris to Tokyo, unlocking the Palais Broignant Global on the night. Viewers would get to see behind-the-scenes all the way through to the live catwalk. 

Promoted by banners, push-notifications and geo-targeted in-feed live streams during the event, TikTok LIVE allows brands to generate mass awareness in real-time, whilst remaining authentic, real and true to creating the most engaging content. A set of additional ads were run to drive users toward the stream too, including a suite of In-Feed Ads and a TopView to supercharge exposure. 

The Results

The results were certainly reflective of the visionary, amassing over 33 million video views on the TopView pre-launch campaign alone. Over 1 million went on to view the campaign’s hub page and a whopping 100,000 passionate fans tuned in live to the stream. It was so popular that over 30,000 fans followed the brand in just three days – a fine way to pay tribute to one of fashion’s greatest.

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