![]() ![]() Our TikTok grew from 6,000 to 400,000 in the space of eight months. Knowing what people are looking for on a platform and sticking to it is the simplest but most effective way to find success in social media. We also began working with creators from different walks of life – whether it is BBC 1Xtra's Tazer Black or Eva from season six of Love Island – and changed our TikTok strategy, from producing “fashion focused” posts to more organic content that felt more like a personal profile than a business page. We began rolling this out in April 2021, appealing to a broader range of customers via our fashion collaborations, whether with Disney, Sega or our most recent one with KFC. With this in mind, Just Hype’s community-building project became a “brand before product” strategy, focusing on giving Just Hype a personality and identity that would to appeal to our target audience and fit into contemporary UK culture. Read more: TikTok a 'massive retail opportunity' for Just Hype Read more: Asos and Just Hype: how to build community with TikTok Read more: Believe the Hype: meet the men behind the brand phenomenon This projects personality and creates a community of people who love the ambassadors associated with the brand, and ultimately drives love for the brand too. ![]() Not only is this backed up by the various algorithms across the multiple different social platforms but also by looking at the fastest-growing app in recent times: TikTok, a video-based platform.īrands like Footasylum and JD Sports channel who they are through the ambassadors that appear in their video content, putting an emphasis on building brand personality instead of pushing product. As shown by Footasylum and JD Sports, one of the best ways to engage an audience and create a community is through video content – it is key to engagement. I wanted to regain that disruptive and raw edge that had once also proved successful for us, but we had to do it in our own way. It has an unapologetic approach to being disruptive and making noise in unique ways that have accelerated its community growth, as many people don't want to miss out. Regaining something like that is a massive challenge, but I knew we had the potential to come back even stronger through a personality-led campaign.īehind every successful brand is a community that lives and dies by that label, take Corteiz as a great example. I joined Just Hype in March 2021, just as we were coming out of the worst of Covid, and I was tasked with regaining the association the brand once had with contemporary UK fashion culture, and improving our sense of personality and relatability - in the previous few years as trends changed, we hadn't adapted, and lost our connection with "cool". He tells Drapers how the business built an online community through Tik Tok. Joshua Bennai, brand and social media manager at streetwear label Just Hype, joined the business in 2021 with a brief to "bring back its buzz". ![]()
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