For the launch of the Spring/Summer 2023 collection, Hogan (TOD’s Group) aimed to increase awareness and consideration of its H-Bag through native content on TikTok, produced in collaboration with creators. The broad range of creators made it possible to inspire the audience with creative ways to match the bag.
Hogan took an integrated approach to planning its campaign on TikTok. For the production side, the brand partnered with five creators through TikTok’s Creator Solutions platform. For media planning, Hogan chose to include TikTok’s main awareness solutions: Top View, Top Feed, and In-Feed Ads. Spark Ads were used both in creator and company profiles. Finally, a Brand Lift study was included to measure the impact of campaign activation.