Swedish singer Zara Larrsson is the face of Ellesse, and debuted the Italian fashion brand’s Autumn/Winter ‘21 collections in a world first: a shoppable real-life concert live-streamed on TikTok. Users saw clickable items of clothing on screen, as influencers’ TikTok dance videos served as “backing dancers” for the singer on stage.
We took on the challenge of creating a diverse mix of TikTok influencers to create high-quality content worthy of a concert display.
We needed to ensure each piece of choreographed influencer content was strong enough to become the concert display. It was also important to reflect the influencer’s personality; showcasing how Ellesse embraces different identities.
“I am a trained dancer, so I follow a lot of dance content on TikTok”.
Fashion & Beauty Account Executive Michaella White drew from her own experiences to create a roster of the best TikTok influencers for the campaign.
There are many professional dancers on TikTok, but we wanted more than backing dancers; we sought personalities with their own look to bring to the campaign. We chose talent from the UK and cast a diverse group who would rise to the challenge.
We ensured each influencer would stand out as an individual. Each wore different outfits from Ellesse’s new collection, and used a branded effect to create a harmonised aesthetic.
“The main thing about this was making sure the influencers had a chance to shine with their own personality.”
We collaborated with influencers on precise choreography, but allowed beats for their own moves. We also worked alongside Ellesse to style the campaign. The effect was a celebration of individuality, with visuals and outfits that supported the singer.
Once Fanbytes had gathered the influencer content, the final step was to create a Top-view Ad on TikTok. This appeared on users’ ‘For You Page’ when they first opened the app.
The ad was a montage of the influencer videos that Fanbytes created. It went live before the concert, drumming up interest with a distinctive yet native look. It amplified views and heightened the sense of a viral moment.
The ad featured a CTA encouraging TikTokers to join the hashtag challenge #BeBold, trying the dance routine and branded effect for themselves, for the chance to have their video feature at Zara’s live concert.
We achieved a total of 1.8M+ influencer views, overdelivering our guaranteed influencer views (800K) by more than double. The campaign received 31K+ likes across all videos. Additionally, the hashtag challenge secured 4.2 billion views.
As a world first, this campaign cemented Ellesse at the forefront of Gen Z’s brand landscape. TikTokers associated Zara’s catchy tune with a viral social moment they enjoyed, and clothes they wanted to wear.
With this campaign, Ellesse set out to create a fully immersive experience – but through our work with TikTok influencers, this went beyond live-streaming the show. For Gen Z to feel fully immersed in an experience, they need to relate to it.
Fanbytes achieved this connection through fostering what Gen Z loves most about TikTok, and the influencers they follow on the platform: their personalities. We platformed individual expression while maintaining a slick overall aesthetic, meaning viewers would aspire to join, but also feel more encouraged to do so knowing they too would be celebrated.
Ultimately, our collaboration with Ellesse illustrates how powerful an interactive campaign can be for reaching younger audiences. 83% of all TikTokers have posted their own videos, so by nurturing Gen Z’s creativity, brands can effectively align with this demographic while achieving extraordinary results.