Case Studies

How Marc Jacobs Won Over Gen Z on TikTok

By
The Desiree Team
November 11, 2024
Marc Jacobs, a well-known name in luxury fashion, has made a bold shift in its social media strategy to connect with a younger audience. The brand has tapped into TikTok’s playful, sometimes absurd culture, creating viral moments that resonate with Gen Z. Here’s how Marc Jacobs adapted its approach and what other brands can learn from it.

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​.

@marcjacobs The Tote Bag, made from scratch by @Nara Smith ♬ original sound - marcjacobs

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​.

@marcjacobs Everything is Marc Jacobs! 💋 @RAYMONTE ♬ original sound - marcjacobs

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​.

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Case Studies

How Marc Jacobs Won Over Gen Z on TikTok

Marc Jacobs, a well-known name in luxury fashion, has made a bold shift in its social media strategy to connect with a younger audience. The brand has tapped into TikTok’s playful, sometimes absurd culture, creating viral moments that resonate with Gen Z. Here’s how Marc Jacobs adapted its approach and what other brands can learn from it.

By
The Desiree Team
November 11, 2024

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​.

@marcjacobs The Tote Bag, made from scratch by @Nara Smith ♬ original sound - marcjacobs

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​.

@marcjacobs Everything is Marc Jacobs! 💋 @RAYMONTE ♬ original sound - marcjacobs

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​.

Want to read more? Download the full case study...

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Case Studies

How Marc Jacobs Won Over Gen Z on TikTok

By
The Desiree Team
November 11, 2024
Marc Jacobs, a well-known name in luxury fashion, has made a bold shift in its social media strategy to connect with a younger audience. The brand has tapped into TikTok’s playful, sometimes absurd culture, creating viral moments that resonate with Gen Z. Here’s how Marc Jacobs adapted its approach and what other brands can learn from it.

While the brands mentioned are not sponsored or paid advertisements, some of the products highlighted may earn us a commission.

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