Leveraging TikTok for Tip-Top Results
Strategic TikTok Ads Engage Resale Shoppers Across Generations
The Challenge
Plato’s Closet is recognized as the nation’s largest chain of teen and twenty-something resale clothing stores, with more than 480 store locations in North America. Their parent company, Winmark, wanted us to develop a national denim campaign for the chain.
The Results
(over 4 week)
Approach & Insight
Curious Jane knew that the Plato’s Closet target persona spends a lot of time on TikTok and it would be the ideal medium for reaching her. We knew that to succeed, TikTok advertising needs to feel authentic and organic and not too polished or commercial. And finally, we knew that the Plato’s Closet demographic would appreciate the eco-friendliness of recycling clothing.
Strategy
Denim was the perfect clothing to highlight because it’s always in demand, but at the same time, everyone always has denim items they’re ready to get rid of. We would use TikTok ads to drive viewers to the Plato’s Closet website to learn more about buying and selling denim at their local store.
Execution
We created TikTok videos featuring stylish denim looks and encouraging viewers to “recycle your denim” and “go green with jeans.” While we ran these videos on TikTok, we reinforced the messaging with emails, website assets and in-store signage.
Mouthwatering Website
