The Objective
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.
The Solution
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.
The Results
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.
