International fashion brand Superdry has utilised several high profile TikTokers and influencers as the faces of its latest Australasian Christmas campaign.
The cast includes Aussie TikTok sensation Lakota Johnson, an 18-year-old from the Gold Coast, Queensland with 1.5 million followers on the viral social app, Brisbane TikTok duo Nathaniel Taplin and Shayla Jay (230k followers) and larrikin local, Tim Montgomery (350k followers) amongst others.
The campaign, One For Me, One For You, centres around influencers gifting each other matching pairs of Superdry slides, supporting the brand’s Christmas promotion.
TikTok has burst onto the social media scene within the last twelve months, with third-party sources estimating it has more than one billion monthly users and 500 million daily users making it one of the top three most popular platforms in the world. Superdry was one of Australia’s first early adapting brands to engage with the platform, engaging with TikTokers (through Born Bred Talent) for store launches whilst also launching a global account on the platform in August this year.
“It’s the new frontier of social media” said Superdry’s head of marketing and PR Matthew Iozzi.
“We saw an opportunity to herald our Christmas campaign in a fun and super engaging way and took the leap.”
Recognising that not all of its customers are avid TikTokers, Superdry’s Christmas campaign also features several high profile Aussie mums and Rugby Union twins Jean Pierre and Ruan Smith (15k).
“Our customers come from all walks of life and we wanted a cast that reflected this” said Iozzi.
Before going live, the campaign already has an organic reach of 2.8 million prior to launch, across influencer channels and is set to be released this week in stores across Australia and New Zealand.