Mark's

The objective

Turning to TikTok as the go-to style sidekick for increased conversions

With over 380+ retail stores nationwide, Mark's has been providing Canadians with durable, high-quality and comfortable apparel and footwear for everyday work and living. For their newest Spring 2023 collection, Mark’s looked to TikTok for their lower-funnel needs in an attempt to reach new and existing customers, between the ages of 25 - 44 and drive them to the brand’s website.

The solution

Everyday outfits with a solution that fits

With lifestyle creators sharing everyday ‘fits and #GRWM videos, TikTok was the perfect launchpad for Mark’s Spring 2023 collection. The brand worked with TikTok to consult on media strategy and campaign setup, and subsequently produced one of the first campaigns in Canada where an advertiser leveraged shoppable ads using branded and creator led content. 

For their creative strategy, Mark’s partnered with notable lifestyle creators to develop content that was authentic to their own voice and organically integrated the brand’s messaging. This creative autonomy inspired content that felt true to the platform and the TikTok community. For example, seeing creators like @kimikowilgress and @drake.andrews picking their go-to looks from Mark’s for an outdoor adventure, or @thelostgirlsguide walking around the city wearing comfortable pieces from Mark’s. During the 4 week campaign, these creatives ran as Video Shopping Ads, which allows brands to make their TikTok videos shoppable. With one click, audiences were redirected to Mark’s website where they could instantly shop their favourites!

Lastly, the implementation of measurement solutions helped provide valuable insights into the campaign’s effectiveness. A Brand Lift Study was conducted to measure incremental lift in Ad Recall, shedding light on the brand’s ability to leave a lasting impression on the audience. Moreover, a Foursquare Store Visits Study was introduced for the first time, specifically designed to evaluate if exposure to the ad resulted in incremental store visits. Both these studies collectively contributed to a comprehensive understanding of the campaign’s performance and its measurable impact.

The results

Making a mark with lower-funnel success

Ultimately, the Spring 2023 collection made its mark with an impressive 17 million video views, sparking a surge in engagement both online and in-store. The brand saw a noteworthy lift of 9.2% in Ad Recall and a 7.7% lift in Favourability. This was accompanied by a substantial increase in in-store traffic with a 9.2% lift in the Behavioural Visit Rate to Mark’s stores. Springing into success? Nailed it!