The Objective
This year, luxury fashion brand CELINE decided to host their seasonal runway show virtually – live streamed direct from Monaco. But in order to get the word out about their new-look event, they knew they’d need to think a little differently, which is why they turned to TikTok.
The Solution
Making an impact is second nature for a brand synonymous with luxury. So when it came to launching their summer 21 collection, what better place to do it than in the country most synonymous with luxury? Taking over Monaco’s Stade Louis II, CELINE staged their virtual runway under the distinctive nine arches of the principality’s impressive stadium.
And when you’re trying to make a big impact, TikTok’s TopView is one of the most powerful tools at your disposal. This premium placement is the first video a user sees when opening the app, and offers the largest possible canvas to convey your message. Occupying the whole screen for up to a minute, TopViews allow brands to deliver the purest expression of their creativity.
CELINE created four stunning TopView ads featuring models moving amongst the breathtaking architecture of the stadium. A CTA encouraged users to “watch now,” which directed them to CELINE’s official TikTok profile where more content from the show could be viewed.
Complete with the popular song “I Like Him” by Princess Nokia soundtracking the action, the ad and its appealing visuals showed CELINE’s latest collection in a fresh and exciting way, and thanks to the embedded nature of TikTok’s TopView, high levels of user impressions were guaranteed.
The Results
Running for just two days across four countries, the CELINE TopView campaign yielded some incredible results during the short time it was live.
More than 52,000,000 impressions were recorded throughout the campaign, with a total of 22,9M 2s video views. Across the two days and four markets, the average click-through rate was 17.74%, which is well above the benchmark and shows the content truly resonated with the global target audience.
