Common Challenges Businesses Face with Content Creators

Marc Jacob’s marketing team is killing it!

Known for their luxury goods, the fashion label has recently pivoted their marketing strategy in an effort to capture the attention of Gen Z buyers. With the younger generations gaining purchasing power each year, it was imperative that the brand took measures to engage with Zoomers to remain relevant.

How are they doing it? With the help of creators, of course!

Scrolling through the brand's TikTok account, you might think they’ve been hacked. Not a supermodel, celebrity, or editorial photoshoot in sight, just the platform’s most viral personalities doing the thing that got them famous on the platform – except now they’re decked out in Marc Jacobs pieces.

And you’re probably wondering why this is working. So, let’s break down the genius of Marc Jacobs’ creator marketing strategy and what you can learn from the brand.

CREATOR MARKETING WORKS

Despite its increase in popularity, many brands are still sceptical of creator marketing.

Yet, it’s been proven to drive conversions and positive ROIs. Look at Marc Jacobs’ creator-lead videos. They’ve been consistently gaining hundred thousand views, withNara Smith’s “The Tote Bag From Scratch” taking the lead at 15.9 million views and 2.4 million likes to date.

So, if Marc Jacobs is doing it and it’s working, you should consider giving it a shot too.

KNOW YOUR PLATFORM

The secret ingredient to Marc Jacobs’ viral success – besides the creators – is actually their choice of platform. Understanding that TikTok is now a fan favourite amongst Gen Zs, the brand quickly hopped onto the platform to market to their new target consumers.

Further, their content did really well because it aligned with the platform’s audiences and algorithm. Unlike on Instagram, unpolished and casual content actually perform better on TikTok, so the brand leaned into this with their creator partnerships.

TRUST YOUR CREATORS

No one knows the audience and algorithm better than the people who make content on the platform for a living. And Marc Jacobs fully internalised this.

No matter how chaotic and absurd they were, the brand gave their creators the space to be creative. By doing so, they were able to produce content that was authentic and true to their personal branding which appeals to Gen Z users.

This may seem bizarre to an outsider, but to Gen Zs, this is exactly the type of content and humour they consume: relatable, genuine, unpolished, and unhinged.