Founded in 1968 by Gerolamo Etro and based in Milan, Etro is today a luxury brand with a global reach that boasts recognition from consumers worldwide. Etro’s international presence is based on a multi-channel strategy that makes the brand’s offer available in various markets, starting with around 140 flagship stores in over 58 countries in Europe, the United States, Russia, the Middle East, and APAC. Milan, London, Paris, New York, Beijing, and Tokyo are just some of the capitals in which Etro holds a solid presence.
Etro’s distribution network also includes 20 travel retail outlets that extend the brand’s shopping experience to major international airports and a careful selection of the main department stores and multi-brand boutiques on the wholesale channel.
Finally, the online channel plays an increasingly central role in making the Etro experience accessible to the end user, with the directly managed ecommerce website currently operating in Europe, the United States, and Japan, flanked by a series of exclusive partnerships with the most important digital sales channels on an international scale.
Since 2022 Etro has decided to invest in the TikTok channel to increase awareness among a younger audience, enthusiastically embracing the communication style of the platform.
We established with the Brand 3 main goals:
We wanted to test TikTok to confirm how it performs on the luxury segment, considering that:
The campaign focus was placed on 2 organic videos to be sponsored for 17 days, with male and female content. The videos were published on the brand’s official channel.
To achieve the pre-set results, we activated two campaigns via Sparks Ads for each country, with different purposes:
In terms of targeting, three different audiences were activated for each campaign:
As for the ad:
As regards the budget distribution, it was invested in two directions: