Marc Jacobs’ UGC Has Gen Z Handbagged
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DJ Mandy, Sylvaniandrama, and Rahul Mehmi are creators you may not have heard of on TikTok unless their particular niche graces your feed. And yet, these are the content creators hired by the fashion house Marc Jacobs to helm the awareness of their luxury products.
Nestled under the armpit while spinning the decks, warmed up in the oven, or used as a bodybag in a rodent family drama, Marc Jacobs’ high-end range (largely handbags) has been seamlessly incorporated into a plethora of niche creator content as part of their new strategy, and Gen Z has been responding well to the fresh take.
Why has this been working so well?
SUBVERSION WORKS
While their Instagram feed remains manicured and flawless, Marc Jacobs’ subversive approach to TikTok marketing gives exposure to creators with a meme-y presence on the platform—creators who usually would not be welcome on a flawless, untouched high-end fashion label’s feed.
The benefit of enlisting unusual creators is that none of the output feels like an overt advertisement. Let’s be honest: No one is enthused to have their doomscroll disrupted by a pesky ad and are likely to swipe up right away, and Gen Z is no exception.
A non-ad-looking ad is one way to keep the numbers rising.
@marcjacobs Body bags, now available online and in selected stores 👜 @Sylvaniandrama ♬ original sound – marcjacobs
This strategy works because it is exactly the opposite of what most brands do when it comes to UGC. Marc Jacobs does not prioritize the visibility of the product; instead, the content leans on the creator’s niche to keep Gen Z interested.
@marcjacobs @Fausto Elizalde ♬ original sound – marcjacobs
Marc Jacobs, now staking their claim as TikTok’s resident Gen Z expert, has inspired a group of other fashion designers to adopt similar strategies in their respective awareness campaigns. Brands like Kate Spade, Loewe and Alexander Wang, have all aligned themselves with this unusual approach to attract their younger audiences.
It’s not just unique UGC that keeps Gen Z intrigued, however. It’s humour that gets them over the line.
GEN Z LOVE TO BE IN ON THE JOKE
Similar to our words regarding Charli XCX’s breakout ‘Brat,’ it’s safe to determine that a successful TikTok strategy is one that allows space for Gen Z to have fun. It’s that feeling of I can’t believe they’ve done this, that allows Gen Z to connect to big brands and feel that they are aware of their niche interests, languages and senses of humour. It makes them feel seen.
Through this strategy, Marc Jacobs gives Gen Z the feeling of being not only in on the joke but also a proponent of why the joke exists in the first place. After all, Gen Z are the ones who gave the spotlight to these varied creators.
Let’s take a look at this TikTok, for example.
@marcjacobs Everything is Marc Jacobs! 💋 @RAYMONTE ♬ original sound – marcjacobs
Comments spawned in droves indicating disbelief at Marc Jacobs’ knowledge of underground internet personalities.
“The comments made me realize this is an ad omg . Raymonte. ATEEEEEE” or “perioooodddd Who said our friend Raymonte isn’t marketable?!?!”
This is genius from MJ’s team as it ushers in an air of exclusivity, awarding Gen Z the satisfaction of knowing about a particular niche first. Of course, this air of exclusivity is the ethos of all high-end fashion brands, and here it is, made manifest in a different way.
MARC JACOBS UNDERSTANDS THEIR CREATORS
Another aspect that makes this content work is the marketing team’s understanding of their chosen creator’s content, humour, and the public opinion that follows them.
Let’s take the decried Nara Smith, for example. After attracting scrutiny from healthcare professionals after her ‘Toothpaste’ and ‘Sunscreen’ from scratch videos, her audience felt that her content had exhausted its limit. Her content, which had consistently been under scrutiny, had now extended so far that audiences were to believe that her whole persona was fake to begin with.
What does Marc Jacobs enlist her to do? Bake a handbag from scratch.
@marcjacobs The Tote Bag, made from scratch by @Nara Smith ♬ original sound – marcjacobs
Interlacing both Smith’s bizarre content style, and buying into current audience opinion, the pair create a TikTok that is both funny and glamorous. The end result: over 10M views on their brand channel, and a gamut of comments like ‘This is how you do marketing,’ from users, evidencing its success. The power of this approach is charted not only in its viewership and engagement but its ability to help Nara Smith win back public sentiment, which is no easy feat.
“now THIS is marketing” and “This is her humor and people don’t get it!! 😂😂😂”
HOW CAN BRANDS ACHIEVE THIS FOR THEMSELVES?
Enlisting big creators like Nara Smith or Alex Consani may not be realistic (budget-wise) for many brands and influencer marketing agencies attempting to make an impact on TikTok, but it is a good lesson in taking risks and not taking your brand too seriously when it comes to Gen Z as a target market.
Will Gen Z be buying a designer handbag anytime soon? We’re not sure, but what we do know is that this content resonates. It’s time to forget the forced product placements and line-fed voiceovers in your influencer marketing approach and instead trust your chosen creator’s natural style. Give them the opportunity to create in a way that feels natural to them.
Non-ad-looking ads for the win!
If you’re after TikToks that will make your brand stand out from the bunch, get in touch with us and our Gen Z social team. What can we offer? Our expertise, of course.
