Lamps Plus is leveraging the popularity of TikTok to create content with 26 popular TikTok creators in the United States. The brand asked creators to feature a colorful lamp in a video that fits their style and the best-selling styles were shown in comedy, dance, inspirational and other kinds of videos on the platform.
Although TikTok is thought of as a platform for Gen Z, Lamps Plus targeted Millennials and older groups, specifically women over the age of 35. Lamps Plus Senior Vice President of Marketing and eCommerce Angela Hsu says, "TikTok is not just for dancing teens. It is growing rapidly among 30-something and older viewers and creators."
Creators were given a choice of more than 100 Color Plus lamp colors, plus a transparent fillable lamp, and they were free to prominently place the product in their positive content.
Short-Form Lamp Campaigns
Lamps Plus Partnered with TikTok Creators on Content for Ages 35 and Up
Trend Themes
1. Cross-generational Tiktok Campaigns - Opportunities for companies to leverage TikTok for marketing to age diverse audiences.
2. Influencer-centered Marketing - New avenues for branded content creation through influencer marketing on social media platforms.
3. Product Placement in Short-form Content - Opportunities for brands to creatively integrate their products into short-form video content for increased exposure.
Industry Implications
1. Home Decor and Furnishings - Potential disruption in the home decor and furnishings industry with companies innovating by using unconventional marketing strategies.
2. Marketing and Advertising - The marketing and advertising industry could see a shift towards influencer-centered campaigns on social media platforms.
3. Social Media - Possible disruption in the social media industry as platforms like TikTok continue to attract new users and older demographics.