How We Built A TikTok Marketing Strategy That Broke 14 Million Views
Crafting an effective TikTok marketing strategy can often feel like pulling teeth. But when Merrell, an athletic shoe brand, approached us with a clear mission, to promote their Hydro Bloom collection in a way that resonated with Gen Z, we knew exactly how to make it work.
No struggle, no headaches—just a strategy designed to connect with Gen Z authentically. After all, that’s what young consumers are craving right now: authenticity and realness that can be so hard to find. We’ll break down some of it for you, but if you’d like to connect with us to help your brand, contact us here.
Crafting a Gen Z-Centric TikTok Marketing Strategy
At Adolescent, the first step to finding a successful TikTok marketing strategy is to look at the brand’s goals and the objectives of the campaign they wanted us to create. Like many brands, Merrell wanted to promote their latest product: the Hydro Bloom collection. Secondly, they were looking to drive social awareness and engagement. Specifically, within Gen Z–a particularly fickle generation when it comes to their opinions of online interactions.
To achieve these goals, we extended beyond the normal marketing tactics. Most adept marketers are aware that Gen Z craves authenticity, visual storytelling and often desires content that blends seamlessly with whatever content they are already scrolling through. With this in mind, we built a TikTok marketing strategy to help Merrell crack the code and gain 14 million views on TikTok.
The Approach
Merrell is an athletic shoe brand focused on comfort. They’re proud to create a shoe that can help anyone hike, and enjoy the outdoors. So our first step in this campaign was to highlight the new shoe in the stunning outdoor spaces Merrell’s Gen Z crew would want to explore.
Given Gen Z’s exploratory nature, and emphasis on sustainability and aesthetics, emphasizing the Hydro Bloom this way was perfect.
Secondly, and given the innovative design of the shoe the next step in our TikTok marketing strategy was to lean into visuals that emphasized the shoe. After this, we paired with UGC creators to create content that didn’t feel overly commercial, but rather natural and something Gen Z would want to interact with.
The Creative Execution: High-Impact Visual Storytelling
After deciding on what we needed, we executed the strategy, choosing to craft videos specific to each platform rather than going on a chaotic cross-posting spree. Each video was created to show the product and how it can be used. Instead of highlighting the basic features every shoe has, these videos showed a storytelling perspective, so Gen Z wasn’t just watching the videos but imagining themselves in the shoes.
The result? A highly engaging series of videos that provided the brand with save-worthy content and made the Merrell Hydro Bloom a must-have for Gen Z adventurers.
The Impact of this TikTok Marketing Strategy: 14 Million+ TikTok & Unprecedented Engagement
Our strategy didn’t just meet Merrell’s goals, it surpassed them. Here’s what we achieved:
14 million collective views on TikTok, marking one of Merrell’s most successful social campaigns to date.
Highest-liked and most-viewed TikTok content ever for Merrell, proving the power of tailored Gen Z content strategies.
Massive engagement growth, with increased shares, saves, and comments, signaling that Gen Z was not only watching but actively engaging with the content.
Why This Worked: Key Takeaways for Brands Looking to Engage Gen Z
When it comes to crafting a TikTok marketing strategy that works, the key is to meet Gen Z where they are. These young consumers aren’t diving off into an unknown platform; they’ll be on TikTok and Instagram for better or for worse. When you focus on these platforms, you’ll maximize visibility and engagement.
The content itself doesn’t need to be perfect, but boring isn’t the answer. Along with meeting Gen Z where they are, aim to engage with aspirational content that still manages to feel authentic.
A Blue Print for a Successful TikTok Marketing Strategy
Merrell’s Hydro Bloom campaign with Adolescent Content is a testament to the power of Gen Z-first marketing. By combining strategic storytelling, platform-native content, and immersive visuals, we helped Merrell break records and make a lasting impression on Gen Z consumers.
If you’re a brand looking to truly connect with Gen Z and drive massive engagement, Adolescent Content is here to help. Our expertise in social-first strategies, creator-led campaigns, and trend-driven content ensures that your brand doesn’t just reach Gen Z, it resonates with them.