Superdry is reaping the rewards of its TikTok-focused digital strategy as more Australians download the app during this isolation period.
The business, which was one of the first fashion brands in Australia to launch campaigns on the app, has again achieved a new milestone, with its winter campaign garnering an organic reach of 15 million prior to launch.
The campaign has proved to be a well-timed execution given TikTok is now the most downloaded app in Australia with more than two million Aussies signing up since quarantine lockdowns began.
The #SDMyWay campaign is built on a significant digital focus, with the #SDMyWay challenge asking TikTok users to inject their own personalities and styling into Superdry product.
The campaign is fronted by Born Bred Talent TikTok star Sarah Magusara who has over 13 million followers on TikTok and 1.2 million followers on Instagram.
She is joined by Richmond AFL star, Shai Bolton (25k), Love Island winner Anna McEvoy (300k) and Queensland Instagram personality William Schmarr (50k).
Superdry head of marketing and PR Matthew Iozzi said that the campaign represents the start of a TikTok-focused strategy for the business.
"The campaign and the alignment to TikTok represents the next step in a longwind 18 month strategy for the brand," he said.
The campaign will focus on driving digital traffic and social engagement, an aim which it is already achieving prior to launch.
The #SDMyWay winter campaign will launch on Thursday April 16.