Submitted by Artisan Council

Eyebuydirect Things I Like (& Don't Like) to See TikTok Series

Influencer Marketing

Artisan Council built a creator-led comedy series of white-label TikTok posts for Eyebuydirect, which the agency reports drew 1.8M total views across nine campaign posts.

1.8MTotal Views
18.9KTotal Engagements

Case in 60 seconds

Eyebuydirect came to Artisan Council wanting to switch things up on TikTok and get more creative, so the work had to bring joy into the everyday feed while still highlighting its fashion-forward frames and driving sales.

Artisan Council treats small everyday verdicts as shared ground, because a package that has finally arrived or a rug larger than its pictures is relatable to anyone, so a judgement made through a pair of frames is a joke rather than a pitch.

The organizing thesis was a recurring comedy format in which a creator ranks objects and content by what they do and do not like to look at, with Eyebuydirect frames placed inside the joke rather than beside it.

Artisan Council sourced a creator able to translate comedy into the Eyebuydirect voice, who made nine white-label campaign posts for the brand's own TikTok account, with themed editions covering fall clothing, date night and dressing for the cold.

Artisan Council reports that the nine campaign posts drew 1,840,800 total views and 18,947 total engagements, and credits the series with giving the brand's TikTok feed an entirely new look and feel.

Strategy Breakdown

The brand's TikTok audience, which Artisan Council set out to excite and captivate with comedy delivered in the Eyebuydirect voice.
Eyebuydirect frames serve as the device through which the creator looks at and judges each object, so the product sits at the centre of the joke rather than at its edge.
Everyday moments such as a package that has finally arrived carry a shared satisfaction, which the series turns into content because viewers recognise their own verdicts in the creator's list.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • Artisan Council

Results & Evidence

MetricValue
Total Views1.8M total views
Total Engagements18.9K total engagements

Why Artisan Council's strategy worked

  1. 1

    White-label creator content lets a brand borrow a creator's comedic timing while the posts stay on its own account, so the attention builds on the brand feed rather than on the creator's following.

  2. 2

    A named format released in numbered parts gives a brand a series rather than a string of one-off posts, because each edition can change its theme, such as date night or cold weather, while keeping the same joke structure.

  3. 3

    Product placement that does work inside the joke, with the frames as the lens through which the creator judges each object, keeps the sales aim present without turning the post into an advertisement.

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