Monnalisa, an Italian designer clothing brand for girls and boys aged 0-16 years old, needed to raise widespread brand awareness for its latest fashion lines with a new, younger generation. The luxury fashion brand is used to making a statement and doing things a little differently, so reaching a new generation on TikTok was almost second nature.
Monnalisa, in partnership with PULSE Advertising, opted to run one of TikTok’s newest and most innovative ad formats to hit its goal – Spark Ads. Focused on building organic connections, this format enables brands to boost their own native content – or that of other creators – as TopView or In-Feed Ads. Monnalisa collaborated with three hugely popular Italian Creators to do just this, asking them to perform a dance routine in a brand new Monnalisa outfit and post to their existing followings.
Spark Ads offer the best of both worlds – the cut-through of a targeted ad and deep engagement of an organic feed post. The ads offer a variety of features designed to facilitate brand connections in the For You feed, including the ability to click the ‘+’ sign to follow the creator directly, and a call-to-action button leading to an external landing page to generate that all-important commercial ROI.
The creative was simple but effective, capitalising on TikTok’s dancing trend, set to a funky new music track, and associating Monnalisa outfits with something fun, current and popular. The creators themselves gave Monnalisa access to a huge combined following of more than 4.5 million users, paving the way for massive reach.
Monnalisa’s Spark Ads were a resounding success, amassing over 1.5 million users reached and 8 million impressions. The native ad format drove 912,000 video views, leading to more than 30,000 clicks through to Monnalisa’s e-commerce pages. The TikTok community certainly connected with the brand and got inspired to find new outfits after seeing their favourite creators having fun in them.