Hogan

The Objective

For the launch of its Spring Summer 2023 Collection, Hogan (TOD’s Group) wanted to raise awareness and drive consideration of its H-Bag by leveraging TikTok-native content produced in partnership with creators. The variety of creators aimed to inspire its audience through creative ways to style the product. 

The Solution

Hogan adopted an integrated approach for its TikTok campaign. For the creative production, the brand worked with five creators which were managed through TikTok's Creator Solutions. For the media planning, Hogan chose to bundle TikTok's main awareness solutions: Top View, Top Feed and In-Feed Ads. Spark Ads were used both on the creators and the brand’s profiles. Finally, to measure the impact of the activation, the campaign included a Brand Lift Study.

The Results

Thanks to the strategic bundling of native creative with the right ad solutions, the campaign overachieved the planned results with impressions, clicks, and video views registering outstanding results. Specifically, the video views result saw a 2.8x increase when compared to industry benchmarks, proving the effectiveness of running Reach & Frequency with platform relevant content. Finally, the Brand Lift Study revealed a 5.2% increase in ad recall and a 1% increase in intent.