Social Status 31/05/2024

Social Status 31/05/2024

Marc Jacobs’ TikTok is pure chaos, and we love it

In the last 3 months, Marc Jacobs has seen their followers skyrocket by over 500% thanks to this finger-on-the-pulse TikTok strategy.

Marc Jacobs dropped the expected editorial content and went all-in on a IYKYK attitude: partnering with unlikely creators, the brand has been turning to influencers to promote its products on TikTok, and it’s gone down a storm. From a TikTok Rizz Party boys skit to a Sylvanian Family drama, their feed embraces chaos and the content looks like it’s been plucked straight from the accounts of TikTok’s viral comedians.

So, why is this working so well?

They’re part of the fun. They're not pushing products; they’re meeting their audience where they’re at. Welcoming everyone into the world of Marc Jacobs, especially those who practically live online. 

They act FAST. They move as fast as the trends. Partnering with niche, viral creators right after they have a viral moment. They’re moving at the pace of culture.

Not on-brand? Not a problem. When others brands shy away from this strategy, Marc Jacobs know that the trendsetters moments appeal to all pockets of (Gen Z) internet. 

Claiming content as their own.Instead of commissioning influencers for sponsored posts on their own channels, the brand is directly showcasing influencer-created content on its own account.


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