Driving Awareness and Sales with UGC on TikTok | WOW Concept

Imagine this: Reaching Gen Z and Millennials on their stomping grounds (TikTok) driving brand awareness and sales simultaneously 🤩. That's exactly what we achieved for WOW Concept, a Spanish luxury fashion retailer.

The Challenge

WOW Concept wanted to tap into the power of TikTok to connect with a younger audience and boost online sales during their discount season. Since they are a luxury brand retailer, it had strict limitations within its brand identity and the brand's tagging in the campaign. It was their first time exploring the potential of User-Generated Content (UGC) and their entire team was curious about how the results would be for them.

What is WOW Concept?

WOW Concept is a Spanish luxury retailer focused on high-end brands with a twist: exclusive collections, items and Spanish brands that you cannot find anywhere else. WOW targets the digital generations with futuristic shops on the main streets of Madrid and an e-commerce store that features the latest designer collections.

Find more about them 👇

The Solution

I crafted a dynamic TikTok ad campaign featuring 10 unique video concepts with 4 creative variations each and 2 UGC creators. This allowed us to test different approaches and see what resonated best with the audience.

The Secret Sauce: The campaign utilized a winning mix of video types

Awareness Builders: We created captivating videos to generate buzz and excitement around WOW Concept's discount season, piquing viewers' curiosity.

Conversion Champions: These videos focused on specific "must-have" products, featuring a clear call to action (CTA) to drive sales.

Trendy & Targeted: I identified two trending TikTok formats that perfectly aligned with WOW Concept's target audience:

Green Screen: This format showcased curated lists of "must-buy" items for the discount season, making it visually engaging and informative. It also allowed us to overcome challenges during the production of the video due to chrismast holidays and delays on the products' delivery.

GRWM (Get Ready With Me): We – to showcase a variety of outfit and morning routine options using WOW Concept products. This fostered a sense of authenticity and trust with the viewers.

The UGC Advantage

By collaborating with relevant UGC creators, we were able to tap into their established audience and generate excitement for WOW Concept's brand. I provided clear messaging for each video type and oversaw the entire production and editing process, ensuring a cohesive and impactful campaign.

Results that Speak Volumes

The campaign not only delivered all video content on time, but also exceeded expectations. Our client at WOW Concept was thrilled with the final videos, praising the creativity and effectiveness of the campaign.

I was very happy with the UGC creators and thanks to the project was able to generate a UGC creators database for future projects.

This project highlights my expertise in:

Developing strategic video content for TikTok

Leveraging trending formats and UGC for maximum impact

Delivering high-quality content that resonates with target audiences

Editing techniques for UGC content that look & feel native while respecting the brands identity

Ready to take your brand viral on TikTok? I can help you create a winning UGC campaign that drives brand awareness, engagement, and sales.

Let's talk today to discuss your vision!