Become the favorite brand of young people on Tiktok
Sectors
- Retail
Know-how
- Social media
Rewards
- TOP/COM Grands Prix Consumer - Catégorie Animation des Réseaux Sociaux - Or
A Tiktok strategy to make the Swedes swoon
Situation & Challenge
Becoming young people's favorite home furnishings brand
BUT, the French leader in home furnishings and appliances, has been present on social networks for several years.
As popular in the physical world as it is digitally, with 278K followers on Instagram, the brand is still struggling to connect with the younger audience present on Tiktok.
Strategy
Remaining faithful to the inglorious problems faced by young people when buying equipment
The takeover of BUT’s Tiktok account is part of a global mission to provide strategic support for all the brand’s networks.
With the central concept of “My house, my rules”, the brand takes advantage of the freedom of self-mockery offered by Tiktok to poke fun at the difficulties young people encounter when it comes to equipping themselves.
Editorialization
Between relevance and impertinence
The design work carried out by the creative teams is largely inspired by the methodologies used in standup. It skilfully combines the identification of behaviours and lifestyles, to be transcribed using humorous devices such as jokes and parodies.
Without ever overstepping the mark, the agency’s teams preserve their freedom of expression, in particular by modelling their vocabulary on that of the platform’s users.
Results
Within a year :
– +60K followers
– 272K commitments
– 12 million of views
– 3,78% average commitment rate
TOP/COM Grands Prix Consumer – “Social media animation” – GOLD
We killed the game on Tiktok
A cushy brand in the heart of Gen Z
Nathan, Tiktok's new (anti)hero
@magasinsbut 3630 3630 à l’aide Père Noël 📞 Pas de panique, voilà plein d’idées déco comme ça t’es refait, et ton appart aussi 🛋️ #but #perenoel #noel #ideedeco
@magasinsbut Réponse à @Max Laurent Britney serait fière de toi Nathan
The teams let off steam
@magasinsbut Pas de panique à bord, les réseaux c’est pas la réalité. Alors fais ce que tu veux, comme tu le veux !
@magasinsbut On en connaît un qui cache bien son jeu… #but #tips #lifehacks #conseil
@magasinsbut “Un conseiller BUT est demandé au rayon déco. Je répète, un conseiller BUT est demandé au rayon déco.”
Keeping the GOAL: attract young people (and do business).
@magasinsbut Plus besoin de te plier en 4 pour héberger tes potes !
@magasinsbut Attention, ça va froisser les plus maniaques d’entre vous 😅 #but #pourtoi #objetinsolite
