Marc Jacobs's guide to going viral on Tiktok

Nara Smith, an internet phenomenon known for her elaborate culinary creations, has struck again. Recently, this 2.0 tradwife, influencer, model, and mother of three at only 22, has taken an absurd turn in her videos, concocting Coca-Cola, sunscreen, and even chewing gum, all in her sparkling kitchen while dressed in her finest attire. Yesterday, she naturally set out to prepare a “delicious red Marc Jacobs tote bag”, mixing flour, eggs, and food coloring to create a handbag out of dough. After an hour of baking, she declares in her signature monotone voice that the bag is “perfectly puffed and red” and ready to be worn. After all, when you make your pizza from scratch, even creating the mozzarella balls yourself, why not prepare a homemade luxury bag? The video, posted on the official TikTok account of Marc Jacobs, has already accumulated over two million views. A successful campaign once again demonstrating that Marc Jacobs well deserves his title as the king of viral marketing art, making the blend of humor and high fashion his trademark on the Chinese platform.

TikTok, with its billions of active users, has become a crucial battleground for brands wishing to stay relevant in today's digital world, which is flooded with ever more original content. Dominated by short, dynamic, and often humorous videos, the platform is perfect for unconventional marketing campaigns, which are increasingly becoming the hallmark of many brands (such as Jacquemus). Its users seem to be in search of authenticity, current trends, and direct interaction, elements that Marc Jacobs has skillfully integrated into its strategies. A perfect example of this phenomenon would be the “Office Siren” campaign orchestrated by Yulya Shadrinsky, featuring Dakota Fanning, Cindy Sherman, and Lil Uzi Vert. A campaign that captured the zeitgeist, using the codes of humor and parody to reinvent how fashion is perceived on social media. The brand has also understood the importance of partnerships with influencers to expand its reach. Collaborations with influential accounts like @sylvaniandrama and Raymonte aka @bdetrelilbrotther have resulted in videos often exceeding 300,000 views, some even reaching a million. These collaborations not only increase the brand's visibility but also guarantee an authenticity that resonates with TikTok's young audience. By allowing creators to produce content true to their personal style, Marc Jacobs avoids the pitfall of blatant commercialization.

Since the launch of its fragrance “Perfect” in 2020, Marc Jacobs has brilliantly leveraged TikTok trends to boost its notoriety. The campaign #PerfectAsIAm, accompanied by the Branded Hashtag Challenge, invited users to share moments of authenticity and self-confidence, embodied by Rickey Thompson. A challenge that, besides generating a wave of user-created content, established a meaningful connection with the community. Supported by TopView and In-Feed Ads advertisements, the campaign maximized its visibility, accumulating more than 10.1 billion views worldwide. A success that perfectly illustrates how an authentic and well-executed concept can transform consumer engagement and strengthen brand recognition. At the same time, Marc Jacobs demonstrates particular attention to casting and diversity by collaborating with unique personalities such as Rickey Thompson, Alex Consani, and Fausto Elizalde. Choices that reflect the brand's commitment to representing a variety of voices and experiences while tapping into meme culture and humor to captivate its audience. The reactions shared on some of these collaborations only reinforce Marc Jacobs' image, who seems ready to take risks to maintain its relevance and influence in the dynamic landscape of social media.

While not all strategies that work on TikTok are necessarily transferable to sister platforms like Instagram, where more polished and product-focused content is expected, it is essential for brands to adapt their strategies to the specific norms of each social network. In this sense, Marc Jacobs demonstrates excellent content personalization. By adjusting its campaigns to meet the expectations of TikTok users, the brand manages to create content that truly resonates with its target audience, a flexibility essential to maintaining a relevant and engaging presence on social media. Such a strategy could serve as a model for smaller brands, which, despite budget constraints, can draw inspiration from major campaigns by highlighting their employees or sharing personal stories of the founders. A tactic that would not only establish an authentic connection with the TikTok audience but also take advantage of the platform's virality.