TikTok As a Tool for International Growth in The Fashion Industry – Case Study for House of Halla Oy
Willman, Oona (2021)
Willman, Oona
2021
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021121726756
https://urn.fi/URN:NBN:fi:amk-2021121726756
Tiivistelmä
This project-based thesis studied social media marketing of fashion brands and more precisely TikTok marketing. The project objective (PO) was to produce, implement, and analyze a TikTok social media campaign for the commissioning company House of Halla Oy - later referred to in this thesis as Halla Halla.
The PO was divided into project tasks to obtain better results. The tasks included building the theoretical framework, benchmarking competitors, creating, and implementing a social media marketing campaign, and analyzing the results of the campaign. The study was done utilizing desktop study methods and literature reviews and exploiting mostly qualitative research methods.
The campaign proved to be profitable, although it showed that significant international growth could not be achieved in just over a week. Instead, the campaign increased brand visibility on the platform and increased brand awareness. The key findings of the campaign results are discussed in detail in the final chapters of this paper.
The results of the campaign show that TikTok is the right platform for businesses seeking viral growth. The most engaging campaign video received almost 20K views and hundreds of likes. This study shows that successful TikTok marketing requires perseverance, creativity, and ability to modify the TikTok-trends to fit the brand.
This paper discusses the theoretical framework, introduces a comprehensive four-step model of creating social media campaigns, and presents the campaign made for the commissioning company. The content calendar that was created as part of the campaign can be found as an appendix of this paper.
The PO was divided into project tasks to obtain better results. The tasks included building the theoretical framework, benchmarking competitors, creating, and implementing a social media marketing campaign, and analyzing the results of the campaign. The study was done utilizing desktop study methods and literature reviews and exploiting mostly qualitative research methods.
The campaign proved to be profitable, although it showed that significant international growth could not be achieved in just over a week. Instead, the campaign increased brand visibility on the platform and increased brand awareness. The key findings of the campaign results are discussed in detail in the final chapters of this paper.
The results of the campaign show that TikTok is the right platform for businesses seeking viral growth. The most engaging campaign video received almost 20K views and hundreds of likes. This study shows that successful TikTok marketing requires perseverance, creativity, and ability to modify the TikTok-trends to fit the brand.
This paper discusses the theoretical framework, introduces a comprehensive four-step model of creating social media campaigns, and presents the campaign made for the commissioning company. The content calendar that was created as part of the campaign can be found as an appendix of this paper.