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By The Drum, Editorial

December 6, 2023 | 2 min read

Whalar and FLANNELS have won the Paid Social category at The Drum Awards for Digital Advertising. Here is the award-winning case study.

FLANNELS aimed to drive awareness of its festive partywear collection among a new generation of luxury consumers (18-34) on TikTok. The overarching campaign concept, 'The Party Never Stops,' needed to be brought to life through disruptive storytelling, resonating with the fashion industry and creative circles. The campaign also sought to build brand fame, generate cultural impact, and drive awareness and purchase consideration during the key commercial period.

Strategy: The strategy focused on engaging users authentically while building brand love on TikTok. A Branded Mission Hashtag Challenge (BM/HTC) was employed to drive awareness and engagement, leveraging a native platform trend inspired by the 27-photo challenge. The campaign utilized a full-funnel media execution, including TopView, Reach & Frequency, and auction Conversion activity for consideration and conversion. A sound strategy involved licensing "Kerosene" by Biig Piig to resonate with the target audience. Content strategy involved partnering with TikTok-first creators for bespoke and native content across the funnel.

Implementation: Creators, with a combined 3 million followers, produced two videos each. The first video utilized the '15 photos trend' to showcase FLANNELS items' versatility, setting the mood for the #PartyNeverStops theme. The second video focused on styling FLANNELS pieces, directing viewers to the brand account with a commercial objective. Paid amplification included a Branded Mission Hashtag Challenge to spread the content further.

Results & Reactions: The campaign achieved significant success:

£3.68M in sales, showcasing strong commercial performance.

Paid amplification achieved an 18x Return on Ad Spend, indicating efficient ad performance.

91M video views and 11.9M unique users reached in the UK demonstrated broad audience engagement.

633K clicks to the site and 18k transactions highlighted the campaign's impact on driving user actions.

Positive reactions from users, expressing love for the products and brand, demonstrated the campaign's effectiveness in building product and brand love.

Overall, the campaign successfully combined creative storytelling, strategic use of TikTok features, and collaboration with influencers to achieve its objectives and drive significant sales and brand engagement on the platform.

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