In BoF's latest white paper, in partnership with TikTok, brand and marketing executives, independent analysts and TikTok business leaders share their insights on the best practices to acquire and engage audiences by honing platform-relevant brand, product and paid marketing strategies, with examples from Coach, E.l.f. Beauty, Marc Jacobs and many more.
For example, to make the most of posting on TikTok, businesses need to begin with a holistic assessment of their brand, to ensure alignment on what they stand for and how that will translate on the platform.
At Coach, the vice president of marketing in North America, Kimberly Wallengren, says, "There's always something a little kitschy, a little cheeky with our brand. So, I think that we have had that room to grow into those areas."
Referencing Coach's Find Your Courage campaign, which explores fluidity between real and virtual worlds, Wallengren describes it as "visually incredibly impactful, so leaning into some filters and visual effects has been really fun." These filters are also native to the platform, allowing for an easy-lift, platform-relevant edge to the content.
