XVXII

The Objective

Jewellery brand XVXII first set its roots in Singapore in 2020, specialising in affordable, tarnish-free, and waterproof accessories. As the company began to expand its collections and grow its online presence, it sought to make new inroads with the budding community of young fashion enthusiasts.

Faced with an already crowded marketplace, XVXII set out to carve its own space on TikTok. Grounded in nurturing more personal connections with target audiences, XVXII saw the platform as an opportunity to celebrate authenticity – with daily routines, behind-the-scenes footage, and honest reflections – whilst connecting with the platform's tight-knitted community.

The Solution

Leveraging authentic and engaging storytelling on TikTok to supercharge organic growth

In a platform that truly embraces authenticity, XVXII's videos, detailing the founder's journey, wins, and honest reflections about running an SMB, resonated with the TikTok community.While resources were limited when it came to shooting these videos, TikTok's array of intuitive in-app video production tools made it seamless for XVXII to highlight meaningful moments that truly captured the essence of the brand, from team introductions to interactions with customers, and even initiatives to support other small businesses.

TikTok's For You feed also continues to introduce an endless cycle of new trends, offering new ways for XVXII's stories to shine through. XVXII has since experimented and successfully driven an array of formats, including ASMR, vlogs, voiceovers, and livestreams, engaging new audiences at every step of the way.

The Result

Growing follower base by 25K across 2 years, whilst paving strong paths to purchase

Across 2021, XVXII saw a significant increase in its customer base from its presence on TikTok, reaching over 25K followers by the end of the year (70% growth). In addition to reaching and resonating with new audiences, TikTok has also done the job of keeping existing followers thoroughly engaged, with the brand seeing a consistently high engagement rate of 60% from the content it produces. This resulted in a 70% increase in sales leads, since XVXII first joined the platform, reinforcing the potential of storytelling and authentic videos in driving tangible outcomes.

Most notably – and true to the #TikTokMadeMeBuyIt era – the company also saw more leads generated from the platform, with an increasing number of customers making purchases from both their online and physical store at Haji Lane. Many customers also shared how they had first discovered the brand and its designs on TikTok.

All in all, XVXII's creative use of TikTok to build stronger ties with the local community has set the brand on a clear path to becoming a household name in Singapore.