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.
Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]
TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]
Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar. Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.
Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]
Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]
Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption? BW: […]
Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]
Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date. Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]
World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]
Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]
Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]