#BeBold: Ellesse teams up with TikTok for first shoppable livestream gig
Italian sports lifestyle brand ellesse is partnering with TikTok on a ground-breaking global campaign, which will bring together the best of digital and physical worlds in a unique shopping event.
Ellesse has chosen TikTok to celebrate the launch of its Autumn/Winter '21 collection, which will take place through the first shoppable livestream concert on the short-form video and entertainment platform, hosted by a fashion brand with a music artist.
Conceptualised and developed by ellesse’s media agency MediaCom's Creative Systems division in collaboration with TikTok Creative Lab, the virtual concert will be hosted by Swedish singer-songwriter and ellesse's new brand ambassador Zara Larsson, who has achieved more than 6.1 billion streams worldwide. She will perform for the TikTok community on Friday 1 October at 7.30pm BST, which will be shown live in real-time.
Those tuning in during the concert on TikTok will see clickable items of clothing appear on screen based on what Zara is wearing. The viewer can tap these pieces to explore the item in more detail and even purchase it then and there in the TikTok app – taking it straight from Zara's concert wardrobe to their own. The path to purchase from stage to basket will be powered by the TikTok Shopping suite of solutions that enables brands to sell directly through their TikTok accounts.
In celebration of Larsson’s latest album, Poster Girl, the creative direction for the live shoppable gig will combine her artist vision with beautiful virtual terrains, that seamlessly complement each of her songs, to deliver a truly immersive digital experience for viewers.
The campaign is a close collaboration between ellesse, MediaCom and TikTok's Creative Lab, serving as an exploration of both digital and physical and showcasing a refreshing approach to product evolution, innovation and design.
To drum up excitement in the lead up to the concert, the campaign is being complemented by a TopView ad and Branded Hashtag Challenge #BeBold, which uses a bespoke Branded Effect with a darkened neon light and invites fans to become part of the show with dance routines sound tracked to Larsson's hit song 'Right Here'. Prominent TikTok creators will also get involved by wearing ellesse clothing whilst promoting the live concert. The Challenge, which launched on Friday 24 September, has already achieved 785 million views in its first four days.
Simon Breckon, Brand Director at ellesse, said: "We couldn't think of a more natural digital destination than partnering with the world's most popular entertainment platform to launch our latest collection, which pays homage to our spiritual home in Perugia. We're a brand that keeps pushing, tapping into culture, leveraging our music heritage whilst engaging our audience in a bold disruptive way."
Neesha Taneja, Creative Systems Director, MediaCom added: “At MediaCom we know that when we consider media and creative in partnership, as opposed to in isolation, it results in us achieving cultural, personal and platform relevance. A brilliant strategy and creative systems thinking led us to this unique and brilliant idea. We are so excited to create culture alongside our clients at ellesse and our partners at TikTok.”
Gemma Britton, Agency Partnerships Manager, TikTok, added: "With more than 20 million views of #ellesse hashtag to date, we can't wait to see how participation from the TikTok community will further elevate the campaign and drive awareness of the new collection. Our ambition for this unique collaboration is to create an event that seamlessly blends entertainment and shopping experiences to create an incredible cultural moment for our community whilst also supporting ellesse's commercial goals."
Following the AW21 ellesse campaign, an exclusive capsule collection co-designed by Zara will be released in SS22, marking a natural and continuously evolving step in the partnership.