Superdry, Born Bred Talent and Universal Music NZ hip-hop duo eleven7four have launched a world-first TikTok campaign in Australia and New Zealand.
The campaign, 'Superdry My Way' (#SDMyWay), which reached 15 million people before launch, has now launched, reaching 35 million users in 24 hours.
In collaboration with Universal Music NZ artist hip-hop duo eleven7four, #SDMyWay launched backed by eleven7four's single 'Where It Hurts (feat. Tayla Parx)'.
The campaign centres on a viral dance challenge to 'Where It Hurts' and is complemented by strategic ad placements and a data acquisition aspect.
TikTok is fast becoming an opportunity for the music industry to launch artists and reach a global audience quickly.
#SDMyWay is fronted by Australian TikTok star Sarah Magusara, who has 13 million followers, and features alongside 56 other TikTok creators.
Superdry head of marketing and PR Matthew Iozzi said that the campaign celebrates the individuality of TikTok users.
"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," he said.
Born Bred Talent founder and director Clare Winterbourn said with a surge of one million new Australian and New Zealand TikTok users on the platform since the start of the COVID-19 lockdowns, it’s the perfect time 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," she said.