Case Study: Marc Jacobs achieves 2M+ video creations and 10B+ views with TikTok for Business

Sparking a self-love celebration and inspiring over a million TikToks

Marc Jacobs wanted to debut its playful new fragrance Perfect on TikTok without losing the product’s message of self-expression, self-love and affirmations. Working with TikTok for Business, the brand sought to drive awareness and inspire user-generated content that showcased individuality, using TikTok’s creative ad formats and creator partnerships to reach its core audience.

TikTok for Business helped Marc Jacobs launch the #PerfectAsIAm Branded Hashtag Challenge featuring creator Rickey Thompson, supported by TopView and In-Feed Ads and seeded by top creators to kick off duets. The campaign surpassed TikTok beauty averages for views and engagement, drove massive lifts in Awareness and Ad Recall in a Brand Lift Study, generated over 10.1 billion video views globally (as of March 2021) and inspired more than 2 million video creations.

Marc Jacobs

Andra Mielnicki

VP Global Influencer Marketing