Sweet

Become the favorite brand of young people on Tiktok

Sectors
  • Retail
Know-how
  • Social media

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

– +20,000 followers gained in 4 months
– 1.5 million accounts reached
– X2 engagement rate vs. market

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

♬ son original – But

@magasinsbut

Réponse à @Max Laurent Britney serait fière de toi Nathan

♬ son original – But

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 !

♬ son original – But

@magasinsbut

On en connaît un qui cache bien son jeu… #but #tips #lifehacks #conseil

♬ son original – But

@magasinsbut

“Un conseiller BUT est demandé au rayon déco. Je répète, un conseiller BUT est demandé au rayon déco.”

♬ son original – But

Keeping the GOAL: attract young people (and do business).

@magasinsbut

Plus besoin de te plier en 4 pour héberger tes potes !

♬ son original – But

@magasinsbut

Attention, ça va froisser les plus maniaques d’entre vous 😅 #but #pourtoi #objetinsolite

♬ son original – But

You should think bigger