How TikTok skyrockets their creator loyalty
TikTok premium bucket hats.
TikTok is a short-video sharing app and social network platform. The company's mission is to capture and present the world's creativity, knowledge, and precious life moments, directly from the mobile phone.
Industry: Social Media Platform
Company Size: 16.000+ employees
Location: Los Angeles, California, United States
Extra: TikTok has about 1 billion monthly active users.
Topic: Ambassador marketing
On a device or on the web, viewers can watch and discover millions of personalized short videos on TikTok. With an army of creators, TikTok must engage with customers in order to strengthen the emotional connection. Yet Tiktok missed a part in their strategy. In order to convert their content creators into true ambassadors, TikTok had to go one step further. It has to be clear to the creators that the platform wants to encourage them to be creative and to post regularly, and is grateful for their efforts. To get this message across and bind the creators to their platform, TikTok chose to increase loyalty through quality company fashion. That’s where Sunday stepped in. Being able to reward creators with unique personalized clothing gives them a feeling of importance. We designed and produced sports socks, gym bags and bucket hats for their monthly contest. Read the study case to discover how TikTok challenges Sunday.
TikTok is taking over the internet. *Starts doing the renegade dance* And even so human lives. As the fastest-growing social-media platform on the web, the app has become a pervasive element of Gen-Z life.
The social media app is used to make a variety of short-form videos, from genres like dance, comedy, and education, that have a duration from fifteen seconds to three minutes. TikTok has continued to grow in popularity at a rapid rate. Available worldwide since 2018, TikTok’s user base has expanded to 1.1 billion active users.
Users in 150 markets in 75 languages. It’s probably overrated to talk about the importance of turning users into ambassadors. In this customer story it’s all about making your customer engagement a success. With the added bonus of discovering the qualities of a local partner in Europe to a company with headquarters in Beijing
TikTok: the hyped video social network owned by Chinese company ByteDance.
It can be easy to forget the size of some of the less traditional markets. TikTok might not have been taken very seriously when it first launched. However, it’s safe to say that this has all changed. The social networking platform is growing at an alarmingly rapid pace, forcing brands to pay closer attention. They have offices worldwide, including Los Angeles, New York, London, Paris, Berlin, Dubai, Mumbai, Singapore, Jakarta, Seoul and Tokyo.
TikTok is the leading destination for short mobile videos. On average, consumers spent 52 minutes per day on the platform, and among pre-teens and teens, it’s estimated to be about 80 minutes. Among some studies, that’s more than Netflix or YouTube. Whatever the numbers are, the pandemic was a game-changer for social media marketing. TikTok benefited directly.
Their mission? To be an inspirational source of entertainment that brings joy. Our mission? To bring that same joy through wearable fashion items.
TikTok has an army of customers, but how can you engage with your customers in order to strengthen the emotional connection?
#hint1: Highly engaged customers buy more, promote more and demonstrate more loyalty if they feel appreciated.
#hint2: Providing a high-quality customer experience is an important component in your customer engagement strategy.
#hint3: Rewarding your customers is a very powerful marketing tool.
Right! The answer is epic company fashion. Being able to reward customers with an unique personalized piece of clothing gives them a feeling of importance. Certainly when you mainly offer services instead of products. As a platform that connects media on more levels than ever before, TikTok is now celebrating the iconic phenomenon of memes in a very special way every month. TikTok Creators can upload their best memes under the hashtag #MemeOfMonth. The winners look forward to exclusive TikTok fashion items in Germany, Austria and Switzerland.
As the market is completely different in Europe than in China, the benefits for TikTok having a local partner are enormous. Because TikTok wanted their branded clothing produced with the highest standards in quality & sustainability in Europe, finding a local partner was a hassle. Until they knocked on Sunday’s door. Besides our fashion advice, we made sure that we consider everything that is necessary for diverse international markets, even the changing size charts.
Discover our fashion collection for TikTok.
Sunday solution goes viral
Customer engagement is the emotional connection between a customer and a brand. So in order to convert your customers into ambassadors, customer gifts are the fundamental missing part of your strategy. The best gifts are items people will actually wear or use. Picking the right branded gifts can feel daunting, but we’re here to help. Company Fashion should be the main focus.
For TikTok we designed and produced 100 sport socks, 100 gym bags and 500 bucket hats. We’ve chosen the products based on three important notes. We offer premium quality products, people love to wear. We design a mix between company branding and style. And together with TikTok we made sure the campaign “Meme of the month” is a well-thought story for your customer.
By adding personalized boxes we helped TikTok with designing great gifting campaigns that really made an impact. This approach awakened even more interest within TikTok. Resulting in gifts for the employees as well, we designed and produced 400 hoodies and 400 shirts. This employer gift facilitates the group feeling and strengthens the company culture. To offer the full Sunday experience, we distributed the right items to the right people at the right time. With Sunday wardrobe®, we have a solution that makes shipping items becomes as easy as sending an email. TikTok having an European partner with an office in Berlin, was exactly what they needed.
Gen-Z for sustainability
Gen-Z, the generation that will undoubtedly carry the weight of the climate crisis on their shoulders. Young generations turn to the app as a reliable source for climate change and sustainable fashion information, with pages like #ClimateChange totaling over 380 million views.
There’s really no other way, TikTok has to take the lead in choosing sustainability. Just like them, we want to make a lasting positive impact on the planet. Therefore Sunday works exclusively with certified materials, this ranges from organic cotton to recycled polyester.
Because of our ethical & ecological promises, we only produce within the European Union. This means we only work with partners and factories that maintain the highest ethical values. TikTok might be an unexpected contender in the fight against climate change, but one that has a strong chance at success with their allies; Sunday and Gen-Z.
Premium TikTok bucket hats and canvas bags.
More Tock on the Clock
In coordination with TikTok, we created every detail of their clothing items. This makes the collection unique in the international landscape. We chose to go full custom in order to choose everything from the product style, the fabric, the colour, the cut, the pattern, till the size chart. With full custom production the possibilities are enormous, which is necessary to create different collections according to the fashion trends and the different company cultures. Even though the campaign is still running at the moment, the monthly feedback we get is promising towards further future collaborations.
After the “Meme of the month'' campaign, we planned with Tiktok to try-out our SaaS-solution. After we design and produce the items for their collections, we then store the items in a virtual wardrobe, which consists of different closets, accessible to different people from different departments of TikTok all over the world. Because everything is centralized, it’s super easy to launch new campaigns, collect lots of data-points and insights accessible from the platform.
Just like TikTok's customer engagement challenge, we at Sunday try as much to have a strong emotional connection with our clients. Together we want to reach a higher level, and so the relationship with TikTok was mighty fine.
Soon to come more Tock on the Clock...