Brand Activation Research

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Part
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Case Studies - TikTok

This research was unable to provide insights into brands that launched on the Tiktok social platform. For this reason, we have provided insights into fashion brands that have targeted China's youth. Adidas Neo and Michael Kors are two fashion brands that are successfully utilizing Tiktok (Douyin). Following our helpful findings, we have presented our three research strategies.

Helpful Insights

Tiktok in China

Michael Kors

  • These video links, (video 1 and video 2), provide insights into the Tiktok/Douyin campaigns.

Adidas Neo

  • As a short video platform, Douyin presents this brand as an accessory of an active, stylish lifestyle.
  • By partnering with influencers and celebrities, Adidas Neo has identified those that embody their target buyer persona. By allowing for playful creativity, Douyin depicts a brand's essence.
  • These video links, (video 1 and video 2), provide insights into the Tiktok/Douyin campaigns.

Research Strategy

Our first research strategy targeted articles/publications from industry reports and statistical sites that would provide insights into successful marketing campaigns via Douyin, the Tiktok platform that is used in China. We conducted our research on sites such as Walk the Chat, PR Week, and Marketing to China. This research path only identified brands that were successful in their marketing campaign and statistical insights into the platform and its effective use. We could not find/provide any brands that had successfully launched on this platform.

Our next strategy was to search through other social media platforms such as YouTube to identify any reports, insights, and examples of brands that were successfully launched via Tiktok. Unfortunately, we only came across the videos that had the highest number of views and other brands that are marketing on Tiktok.

Our next strategy was to search through media sites such as Chinadaily USA, People Daily Online, and XinHuaNet. We searched for any news articles that would highlight a new brand that has taken the center stage on Tiktok. Our research was able to determine general information about the platform but nothing that would demonstrate how a brand was launched on this platform. These research strategies show that this information is not publicly or readily available.
Sources
Sources