The ask? Get next gen consumers interested in two of Reebok’s new sneakers. The solution? Leave it to the TikTok creators.
LEVERAGE THEIR COMMUNITY
For the NANO X3, a multi-purpose fitness sneaker, we enlisted the help of the six biggest fitness creators. Then, for the BB4000II, a 90s classic, we brought on 14 of the biggest dancers and personalities on TikTok.
Working with our partner EssenceMediacom, we gave the creators minimal guidelines, and let them come up with their own creative concepts and content. Letting their individual creativity lead in the full campaign process.
Because creative freedom and original content is what works best on TikTok. Giving creators the same briefing is like asking 3 people to wear the same outfits in the same size and read the same script. The chances that the outfits don’t fit, or that they read the script wrong are pretty high. But Reebok is the perfect example of a client that gets it, and the results just go to show that creative freedom is the key to authentic content that hits home with Gen-Z.