Superdry has launched its ‘Superdry My Way’ campaign (#SDMyWay) for AW20 with a holistic TikTok strategy that combines a hero ambassador, influencer content, digital ads and a viral dance challenge via influencer agency and TikTok specialists Born Bred Talent.
In collaboration with Universal Music NZ artist eleven7four, #SDMyWay launched alongside the hit single “Where It Hurts (feat. Tayla Parx)” as the soundtrack of the world-first TikTok campaign.
The revolutionary campaign, led by Australia’s queen of TikTok Sarah Magusara, kicked off with a viral dance challenge to eleven7four’s new international single, and content has already reached 1.2 million video views in three days.
Off the back of a handful of successful TikTok activations with Born Bred Talent, Superdry’s head of marketing and PR Matthew Iozzi, said the combination of Sarah Magusara, the top TikTok creators in Australia and New Zealand, eleven7four’s track, strategic ad placements and a data acquisition aspect will give the campaign a 360 degree touchpoint.
Says Iozzi: “Both the campaign and the single talk about celebrating individuality which is the crux of the Superdry brand.
“The #SDMyWay challenge is about injecting your personality into the brand. We want to celebrate the unique and different. We create the clothes, you create the look and the story.”
Born Bred Talent founder and director Clare Winterbourn said with a surge of 1 million new Australian and New Zealand TikTok users on the platform since the start of the COVID-19 lockdowns, it’s the perfect time for brands to ramp up TikTok campaigns in the region: “TikTok is having a moment right now and we’re thrilled to continue to work with Superdry to drive incredible results for the business and effectively use TikTok to make an impact.
“We have engaged over 57 of the top TikTok creators from Australia and New Zealand to participate in the #SDMyWay campaign, and they have a combined global reach of 62 million followers.”
TikTok is fast becoming an opportunity for the music industry to launch artists and reach a global audience quickly, so it was a no brainer for eleven7four to team up with Superdry and lend its sound to the viral TikTok campaign.
Says Shingi Murare, one half of the eleven7four duo: “It’s crazy to see how quickly Tiktok has blown up. It’s completely changed the way that the youth are discovering music, and what we love about it is that it’s a space where anyone can be creative, which is so cool to see.”
TikTokker Sarah Magusara, who has 13 million followers, said being involved in campaigns like #SDMyWay is an opportunity to bring like-minded people together to celebrate individuality and have fun: “I’m so thrilled to be involved in this campaign and to continue to work closely with Superdry on TikTok – there is so much potential.”
Born Bred Talent launched Superdry onto TikTok in 2019 with the brand’s first ever TikTok activation and several nation-first campaigns in a 16-month strategy roll out.