SITUATION

GenZers tend to avoid having interactions with brands and perceive TikTok as a "safe space" where they can hang and be entertained.

BRIEF

Unieuro, the biggest electronic retailer in Italy, wanted to open a TikTok profile as a mean to target GenZers.

OBJECTIVES

Unieuro wanted to find a way to be unmistakably recognized as a brand but also an entry point to establish a meaningful and lasting connection with this target, not to pitch them their products.

In 2022, people on TikTok didn't follow brands. They'd rather follow creators. So we invented our own, The Clerk of Unieuro, a fictional character born to entertain. Why a clerk? Because he's the person you talk to when you go to the store. We opened our TikTok profile and locked him in it. From there, a real Unieuro store (conveniently located somewhere on TikTok), he basically runs the show, every day trying new ways to engage with people and play with TikTok features to entertain the fan base.

GenZ is mostly on TikTok. So we got in touch with TikTok and started a deep and meticulous study of the platform, from which emerged that this social media offers a constantly high level of entertainment like no other player before. Our goal was to engage with the GenZ, and by pursuing so we noticed how well they responded to one specific characteristic of TikTok: it's a place for creators that create quick and funny jokes and stories. But using the most famous creators in Italy, just like any other (direct and non-direct) competitor, would have made hard to stand out from a crowd that produces basically the same content as we'd do. So we chose a more unique approach, by inventing a character, The Clerk, that works from a real store, located on TikTok, as our very own creator.

Starting July 2022, from their company TikTok profile, Unieuro rolled out a series of TikToks where they showed a funny guy, The Clerk, who appears to be stuck in this store on TikTok. He then becomes the owner and the only creator for Unieuro TikTok. The videos he made were always funny and showed what life inside a brand's TikTok profile looks like: he spoke directly to people and shared his personal things, like for instance, when he let everyone know through the intercom how devastated he was when his girlfriend broke up with him. He also tried to engage people trying to guess their names (but he couldn't hear our answer because he was in a video), or what TikTok was before and after his own. Once he even saved us the trouble and did the scroll for us.

Thanks to the iconic character of The Clerk, Unieuro has reached over 117k followers in less than 4 months. The fan base is loyal and interested in the brand's contents, so as to achieve the following goals: Video Views 193,862,898 | Click 856,232 | Paid Likes 1,415,086 | Paid Comments 13,701 | Paid Shares 10,639. Currently the number of Paid Followers has exceeded 183K | AVG Interactions per Content: 22.7K | Engagement Rate: 675%