Background
Suzanne Kalan's Visionary Leap into TikTok
Suzanne Kalan, the esteemed LA-based luxury jewelry designer, embarked on an ambitious journey to captivate the TikTok audience, a domain far removed from the traditional luxury market. Faced with the challenge of engaging Gen Z while preserving their refined brand image, Suzanne Kalan envisioned a Mother's Day campaign that would resonate with the new, dynamic audience of TikTok without sacrificing their essence of luxury and quality.
THE BRIEF
Striking a Balance Between Authenticity and Luxury
Suzanne Kalan's goal was clear yet complex: to carve a niche on TikTok, a platform known for its spontaneous and unpolished content. This task required a delicate balance between adapting to the platform’s authentic vibe and upholding the high standards of a premium brand.
Our guidance
Superside’s approach deviated from the traditional influencer model, which could dilute creative control and brand identity. Instead, the focus was on finding professionals with a social presence who could embody Suzanne Kalan's brand values. A real mother-daughter duo was chosen, ensuring authenticity and a personal touch, critical for the TikTok audience. This strategy led to the creation of the #DoubleTheLove campaign, resonating with TikTok’s trend-centric culture while maintaining brand integrity.
The woRK
Crafting the #DoubleTheLove Campaign
Suzanne Kalan, with Superside’s insight and support, developed the #DoubleTheLove campaign. It was a perfect blend of Suzanne Kalan's ethos of timeless elegance and TikTok’s trend-centric nature. The campaign, grounded in meticulous research on trends and audience preferences, struck a chord with the youthful TikTok community, highlighting the theme of intergenerational love and the timeless appeal of Suzanne Kalan’s jewelry.
Superside began pre-production for a studio shoot in LA, where the Suzanne Kalan team was present on set. Each deliverable was approved and delivered 1.5 weeks ahead of schedule!
Superside successfully delivered:
- 6 x teaser videos
- 3 x hero videos
- 9 x product-focused videos
Teaser videos
Hero videos
Product-focused videos
THE IMPACT
A Resounding Success on TikTok
Suzanne Kalan's foresight and adaptability, augmented by Superside's strategic guidance, led to an astounding 5,124% increase in views within just 3 weeks, a testament to the campaign’s resonance on TikTok.
Exceptional engagement: Suzanne Kalan leveraged the UGC-style assets across video platforms surpassing 0.5 million views in the period.
Brand integrity: The #DoubleTheLove campaign skilfully preserved Suzanne Kalan's luxurious identity, showcasing how high-end brands can thrive on modern platforms without compromising their core values.
Rapid execution: Superside’s team required zero revisions and completed the project under 1 month, a very tight schedule for video projects that tend to span 6-8 weeks.
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