Embracing TikTok’s Culture
Marc Jacobs, typically known for polished high fashion, changed its content to match TikTok's tone. Instead of relying on slick ads, the brand started creating videos that felt more like what TikTok users already love—fun, irreverent, and authentic.
One standout example is the collaboration with Nara Smith, a popular creator known for making food videos with a twist. She crafted a Marc Jacobs tote bag out of dough, baking it as if it were a regular recipe. The video was humorous, unexpected, and perfectly aligned with TikTok’s quirky vibe. It quickly gained millions of views, proving that mixing humour with brand content can make a big impact.
Influencer Partnerships and UGC
Marc Jacobs also leaned heavily into working with TikTok creators. But instead of focusing on major celebrities, the brand chose influencers who were already beloved by Gen Z. Collaborating with viral creators like Raymonte and the Rizz Party kids helped the brand tap into trending content, which often performed better than posts featuring A-list stars.
This approach, known as the "kickback analogy," focuses on fitting into existing conversations rather than dominating them. Instead of loud promotion, Marc Jacobs’s content felt like a natural part of the TikTok ecosystem. This subtlety allowed the brand to connect more authentically with users.
.svg)
.svg)
.svg)
