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Hogan (Gruppo TOD's)

How Hogan increased ad recall and purchase intent with TikTok's adv solutions

INDUSTRY

Luxury shoes and footwear

SERVIZI

Digital Advertising

WEBSITE

https://www.hogan.com/it-it/home/

Objectives

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.

Awareness

Ad Recall

Purchase Intent

Approach

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.

THE INTERNATIONAL CASE PUBLISHED BY TIKTOK

Results

Thanks to the strategic integration of native creatives and adv solutions, the campaign exceeded its expected targets, with impressions, clicks and video views recording exceptional results. In particular, the number of video views recorded a 2.8 higher increase compared to industry benchmarks, demonstrating the effectiveness of running Reach & Frequency with content relevant to the platform. Finally, the Brand Lift study showed a 5.2% increase in ad recall and a 1% increase in purchase intent.

2.8x

increase in video views

+1%

increase in intent

+5.2

increase in ad recall